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  In contemporary business, particularly within the dynamic landscape of business-tobusiness marketing, organizations grapple with multifaceted challenges and opportunities. Ukraine, with its burgeoning  sector, presents a captivating context for probing the intricate connections that exist among value creation, key customer acquisition, and preservation strategies. This scholarly endeavour embarks on a quest to unravel the distinctions of these  strategic details and their profound implications. The landscape in Ukraine is a mosaic of diverse industries, each with its unique set of circumstances, challenges, and opportunities. Against this backdrop, businesses are incessantly engaged in devising strategies that can propel them towards sustainable growth and heightened competitiveness. Understanding the  intricacies of  marketing in this context is pivotal, for it provides a lens through which we can measure how Ukrainian enterprises navigate the multifaceted we...

  The development of digital media interactions and technology are developing rapidly. Various organizations utilize digital marketing tactics to gain competitive advantage and the competition online increases. Enterprises invest more on digital marketing tactics to reach the right audience, attracting prospects to website and in interaction, and then converting them from awareness stage to purchase. In order to successfully execute digital marketing actions  a digital marketing strategy is required. (Chaffey & Smith 2017, preface.) The development project’s purpose was to create digital marketing strategy and achieve concrete advices and tools for executing the strategy. Knowing the customer and identifying customer journey are critical parts of digital marketing strategy. Customer behavior has evolved towards more independent decision making and according studies estimate 70 % of customers make a  buying decision before contacting the sales organization. According t...

  Branding is becoming a significant aspect for most businesses, as well as among the young and newly established start-ups. This was also confirmed through the literature review in the beginning of this thesis, according to which branding can have a huge impact on the success of a company in establishing its identity, differentiating from the competitors, influencing customer’s behavior, increasing brand awareness, and increasing sales. Kosovan start-ups  acknowledge the role of branding and its significance for the success of the start-up. So, while most of them are aware that branding goes beyond just a name and a logo, not many of them seem to have engaged in many branding activities which would strengthen their brand and increase their success. In this section, guided by the findings of literature review and of the  quantitative and qualitative analyses, several recommendations regarding branding activities, which help companies build the foundation of a strong and s...

  From a minor phenomena to a well-known media outlet, the development of podcasts during past years is amazing (Bonini, 2015, p. 27). People's daily life increasingly revolve on the presentation of image- or audio-based media and the related virtual environment. New communication forms emerged from active consumption and the goal to receive, create, and  an increasingly relevant on-demand media, an auditory multitasking format that lets receivers  get knowledge or be entertained while engaged in other activities (BBC Global News, 2019ication channel is gaining e years as well as advancements through new technologies Berry, 2016, p. 666). But the podcast structure only witnessed a minor but consistent rise in later years and battled to establish itself as a mainstream media ( Bottomley, 2015, p. 165; McClung & Johnson, 2010, p. 84). Most importantly, aural content was being competed with  by YouTube, a recently created platform at the time, and the public access ...

  he principal nature of customer behavior tends not to change significantly from one year to the next, but researches have demonstrated that customer mindsets have an impact with regards to making purchasing choices and attitudes change from day-to-day. The key players in the market even after addressing these to their best are striving hard to go beyond the conversions (initial purchases) and try to develop the relationship. To address this problem,  the customers are provided with the staff member from respective companies to boost the sales number. Yet, the result is not as expected. In order to tackle the ongoing problem, this paper will concentrate more on how the company can create value for the customers. A new era of market communication is administered with the growth of online shopping. The Internet has now combined the communication with the sales channel has overlapped the circles of  persuasive communications in terms of activating the major goals such as me...

  closing the distance between online and offline events to provide consumers extra value and hence increase sales conversions. These O2O marketing techniques apply  Exclusive Discount for Offline Purchases A marketing tactic used to generate active connection between internet consumers and physical retailers is making special offers or unique discounts for  direct purchases in physical locations. These offerings might be value packages, extra savings, or unique presents. Offline Activities and Advertising Promo Apart from raising awareness, internet campaigns let businesses communicate comprehensive information about the event or promotion, like the type of discount, highlighted products that will be  shown, or chance to engage directly with consumers Events like Q&A sessions help to raise the possibility for long-term sales conversions by product development  Integrative Customer Service One strategic action that can boost connectivity between the two plat...