Content marketing has emerged as a crucial and effective strategy for businesses and organizations to engage their target audience, build brand authority, enhance online visibility, and drive sustainable growth. This paper ...

This research aims to comprehensively investigate Generation Z’s consumer behavior, focusing on the influence of their values, attitudes, digital proficiency, and exposure to extensive product data. By conducting qualitative ...

This thesis investigates the concept of marketing accountability that is growing in importance day by day. In times of scares resources companies are required to justify spending on marketing. The demand for marketing ...