...Yolanda Casermeiro-Corpas; Francisco Rejón-Guardia; María Vallespín Purpose Integrating Artificial Intelligence ( AI ) into marketing has driven significant transformations, reshaping consumer engagement, campaign management and business strategies. Although previous reviews have examined AI...

...Priscilla Cristina Cabral Ribeiro; José Geraldo Vidal Vieira; Helder Gomes Costa; Thamires Eis Duarte; Paulo Roberto Borges Amaral Purpose This paper presents an exploratory analysis by studying the relationship between sustainability, marketing, and profit strategies from the perspective...

... affect the generalizability of the findings. Future research should explore experiencescape dynamics across diverse destinations and cultural settings. Practical implications Findings offer actionable insights for tourism marketers and service providers, emphasizing the integration of AI, digital...

...Rodrigo Heldt; Cleo Schmitt Silveira; Fernando Bins Luce Purpose Customer, product and brand (CPB) management constitute relevant and inextricably linked levels of decision-making that marketers should manage to drive business success. However, they are generally treated separately in extant...

... of the top economies in the world, in order to identify new business opportunities for LATAM firms in dynamical external markets. Design/methodology/approach A triple indexed gravity model, correcting with robust standardized errors clustered, and a panel data analysis was used to obtain the relationship...

.../methodology/approach Hypothesis testing was performed using a structural equation model based on a LISREL approach applied to a sample of 1,218 industrial buying centers producing and marketing food and beverage products for industrial use in Belgium, France and Holland. Findings The model allows a comparison...

.... Specifically, discuss how the entry mode of master franchise used by Spoleto presented problems to the company's managers. Design/methodology/approach This is a teaching case, designed to make students reflect on issues related to international business and international marketing. The primary data were...

... in the contest; he has always liked what I do; happily, we have been successful. Marketing Innovation Strategy Family business Product development Business models The 58th Miss Universe contest was held in Nassau, Bahamas, on August 23, 2009; it had 83 contestants. Osmel Sousa, president...

...Cristian Geldes; Christian Felzensztein Purpose The purpose of this article is to analyse the characteristics and determinants of marketing innovation in companies, using the agribusiness sector as a case study due its economic and social importance in Latin America. Design/methodology/approach...