This special issue of the JBR illustrates a range of applications of modeling and simulation from the system dynamics perspective to problems in marketing and related areas. The papers pertain to the diffusion of new products and technologies, advertising effectiveness, management decision-making, forecasting, project dynamics, and innovation and leadership. Papers presented in this special iss...

El objetivo de la presente investigación fue determinar relación del marketing digital juguería D’Katty’s S.A. en Lima, Perú, con las intersecciones entre dimensiones comunicación digital, promoción publicidad y comercializaciones digitales. Para implementar estrategia tecnológica empresas se debe desarrollar un proceso segmentación estudio mercado, finalidad producir producto que complazca nec...

The threat of predation is often the largest cost associated with foraging (Brown & Kotler 2004; Preisser et al. 2005; Creel & Christianson 2008). Foragers primarily assess the threat of predation based on indirect cues of risk, such as microhabitat features and environmental conditions (Orrock et al. 2004; Verdolin 2006). For example, small mammals often respond to the threat of predation by b...

Message framing readily lends itself to marketing communication and advertising persuasion strategies. However, past research yields contradictory and inconsistent predictions as to whether positive or negative frames are more persuasive. This study examines the most appropriate message framing to present to consumers in print advertisements for health care products. Two experimental studies ar...

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Twenty first century leaders in all sectors, private, public and not-profit, are declaring and emphasising the role of effective and strategic internal communication to the success of the organisation. This paper briefly positions internal communication and within its scope, analyses the marketing, advertising and public relations components of marketing communication towards an integrated fram...

According to Kotler, Kartajaya, and Setiawan, there are five components of marketing 5.0: it is data-driven, predictive, contextual, augmented, agile. This paper uses the case study method investigate presence 5.0 in promotional strategies employed by South Korean popular music industry. The explores used BTS group particular. its strategies, especially communication with fans, such thus enters...