THE EVOLUTION OF SOCIETAL MARKETING IN SERVICE BUSINESSES: ORIGINS, TRANSFORMATIONS AND FUTURE PERSPECTIVES (1970-2023)

The aim of this article is to retrace the paradigm changes in the evolution of marketing theory through four periods that led to the emergence of societal marketing, as well as the causes behind these changes. Our work is based on an in-depth literature review and theoretical analysis founded on the work of P. Kotler and G. Zaltman (1971), which contributed to the reconceptualization of the concept of societal marketing. We then examine the factors that have favored the successful implementation of societal marketing in service companies, such as closer relationships with customers, win-win strategies for all, and a focus on relational trust. This analysis is inspired by the work of Grönroos (2007) on interactive service models, where transparent communication and customer experience reinforce consumer loyalty and commitment. Finally, we focus on future prospects that could completely revolutionize societal marketing and enable its consensual, gradual and widespread acceptance within service companies, which is not yet the case today. Despite notable advances, only a small minority of companies are implementing the principles of societal marketing. However, changing consumer behavior, the rise of artificial intelligence, increased competition and a growing number of brands for a limited demand, as well as existing regulations, have obliged many companies to prioritize customer loyalty strategies. These factors will increase the pressure on companies to meet societal marketing standards

A COMPARATIVE ANALYSIS OF THE INTERNATIONAL STANDARDS FOR THE PROFESSIONAL PRACTICE OF INTERNAL AUDITING AND THE GLOBAL INTERNAL AUDIT STANDARDS (GIAS)

In January 2024, the Institute of Internal Auditors (IIA) issued the Global Internal Audit Standards (the Standards) with implementation required by January 9, 2025. These standards represent a significant update from the 2017 version (the International Standards for the Professional Practice of Internal Auditing ), introducing several key changes to enhance the internal audit profession (IIA, 2025). This paper focuses on explaining the critical updates on the new global internal audit standards (GIAS).These standards are related to many areas such as, standards structure, internal audit functions, emerging risks, strategic objectives, artificial intelligence, and cybersecurity

FACTORS EFFECTING OF HOTEL’S REVISIT INTENTION AMONG TOURISTS IN THAILAND

The objective of this article is to present knowledge derived from a literature review on causal factors of hotel’s revisit intention among tourists. The article to explain the meaning, background, components, and relationships of variable related to hotel’s revisit intention among tourists. Methodology by documentary research from 250 articles, with the source of the articles from various databases and analyzed data by content analysis. Based on the literature review found that the variables commonly used to study hotel’s revisit intention among tourists include customer experience, service quality, brand image, and customer satisfaction.The objective of this article is to present knowledge derived from a literature review on causal factors of hotel’s revisit intention among tourists. The article to explain the meaning, background, components, and relationships of variable related to hotel’s revisit intention among tourists. Methodology by documentary research from 250 articles, with the source of the articles from various databases and analyzed data by content analysis. Based on the literature review found that the variables commonly used to study hotel’s revisit intention among tourists include customer experience, service quality, brand image, and customer satisfaction

BRIDGING THE GAP: MALE AGING, CONSUMER BEHAVIOR, AND STRATEGIC MARKETING OPPORTUNITIES

This study explores the psychological perceptions of aging traits in men and their impact on consumer behavior and marketing strategies, addressing a gap in prior research predominantly focused on women. This research adopts a qualitative approach through one-on-one in-depth interviews, involving 30 participants from diverse age groups. Findings indicate that key aging traits in men include gray hair, baldness, wrinkles and spots, changes in body shape (e.g., beer belly), psychological and behavioral aging, and odor associated with aging. These traits not only signify physical and behavioral aging but also influence men's self-confidence and perceptions of their social roles. Unlike women, men’s anxiety about aging is more centered on fears of declining social value and health, profoundly affecting their professional capabilities and image management needs. This research bridges the gap in understanding men’s aging psychology and consumer behavior, offering theoretical and practical insights for developing precise marketing strategies targeting male audiences. It also promotes dual benefits of commercial and social value by aligning with gender equality and aesthetic diversity, providing a reference for future cross-cultural studies on men’s aging

INVESTIGATE THE CRITICAL FACTORS OF SUCCESSFUL GREEN COSMETICS MARKETING

Developing effective marketing strategies for successfully green cosmetic marketing is critical for strengthening a company’s competitive advantage and performance. This research adopts the more comprehensive factors and emphasizes the perspectives of senior managers, utilizes the DANP method proposed by Ou Yang et al. (2008) which combines DEMATEL and ANP to examine the major factors of successful green cosmetic marketing. Firstly, the fourteen evaluation criteria are extracted from past literature and are classified into four clusters; then consult with ten scholars/experts; finally, interview with ten senior managers of green cosmetic companies The research results show that the Perceived Value Cluster is the main influence source and The Strategy Diamond Cluster plays as the central role among the four clusters. For green cosmetic companies, the top three priority criteria show that the crucial aspect of business strategy is to identify the means to generate returns by achieving superior quality and a distinctive image across the value chain. To secure a competitive advantage, green cosmetic companies can effectively distinguish themselves from competitors by employing differentiation strategies and prioritizing eco-friendly products to appeal to environmentally conscious customers. Green cosmetic companies focus on product quality, implements differentiation strategies, and prioritizes eco-friendly products. This approach not only meets the rising consumer demand for environmentally conscious products but also enhances the brand's competitive advantage in the market

LACK OF CONSUMER ADOPTION OF CONVERSATIONAL ROBOTS IN THE ONLINE MARKETPLACE FOR U.S.-BASED CUSTOMERS: A QUALITATIVE STUDY

Artificial intelligence technology continues to grow, with 2025 expected to exceed $17 billion USD in investments. Chatbots, or conversational robots, are a popular form of artificial intelligence technology used in marketing that involves consumer spending projected to surpass$72 billion USD by 2028. However, consumer reactions to chatbots continue to be a challenge despite marketers’ excitement. The problem addressed by this study was the lack of consumer adoption of conversational robots in the online marketplace. The purpose of this qualitative case study was to explore the lack of consumer conversational robots in the position of Facebook users in the United States. The chosen framework for this research was the Technology Acceptance Model (TAM), introduced by Alfred Davis in 1989 to assess users’ attitudes toward technology by measuring their perspectives of perceived use and perceived ease of use. Two research questions were developed to address the research problem. The methodology used was a qualitative case study design, which permitted five open-ended interview questions to answer the two research questions by interviewing 20 participants. Participants were recruited via Facebook, followed by 20 interviews spanning over two months. All interviews were recorded and transcribed using NVivo 15 software and later analyzed using an open-coded inductive thematic analysis to generate categories and themes. Results revealed that consumers desire improved personalization of chatbots and reduced screen interference during their online shopping experiences. Implications of the study indicated the following: 1) perceived usefulness showed no significant relationship with consumers, 2) frustration, annoyance, impatience, intrusiveness, and mistrust were key reasons for avoiding text-based chatbots, 3) user satisfaction with chatbot interactions impacted online purchase intention, 4) consumers perceived chatbots as not useful due to their limited human-like interaction, lack of helpfulness, and inability to address questions sufficiently, and 5) increased anthropomorphism can positively influence user engagement and comfortability. Recommendations for practice and future research include web developers and marketers refining how chatbots are deployed on a webpage, artificial intelligence developers evolving chatbot personalization, and researchers expanding this study by exploring commonalities in specific demographic groups to uncover deeper insights on chatbot adoption

LEGAL RAMIFICATIONS OF DISPUTES CONCERNING THE OUTER LIMITS OF THE CONTINENTAL SHELF IN THE ABSENCE OF CLCS RECOMMENDATIONS

The United Nations Convention on the Law of the Sea (UNCLOS) Article 76 and Annex II, Section 7, specify the procedures for the delineation of the continental shelf, requiring coastal states to submit scientific and technical data to the Commission on the Limits of the Continental Shelf (CLCS) to demonstrate the extent of their continental shelf. In practice, some states have exercised authority over the continental shelf beyond 200 nautical miles without obtaining recommendations from the CLCS or have been rejected by the CLCS. These states argue that the recommendations of the CLCS are not decisive in delineation. Some of these states have even received support from international court judgments, sparking discussions on the effectiveness of CLCS recommendations and controversies over the validity of delineation beyond 200 nautical miles. This paper argues that since states have inherent rights to their territories, the absence of CLCS recommendations does not preclude them from claiming rights to these areas. In cases of litigation arising from delineation beyond 200 nautical miles, if a state can provide sufficient evidence to prove that its territory indeed extends beyond 200 nautical miles and that its delineation does not exceed the actual limits of its continental shelf, the international court will support the state. However, the court’s support does not equate to the validity of the delineation, valid delineation must still adhere to the procedures stipulated by UNCLOS

THE RELATIONSHIP BETWEEN HIGH BORROWING AND LOW AVAILABILITY OF QUALITY GOVERNMENT SERVICES IN KUWAIT

Kuwait is famous for its oil reserves, which make it one of the richest countries in the world. However, its public services, including healthcare, housing, education, and infrastructure, lack quality. This has led to citizens borrowing heavily to compensate for the deficiency in public services. This research paper aims to study the relationship between high borrowing among citizens and the low quality of public services, focusing on healthcare, the lack of street maintenance, the low level of education, the shortage of recreational cities, and the failure to provide adequate housing care. Methodology: This study used a mixed method approach, including both quantitative and qualitative methods. The study relies on secondary data from the Central Bank of Kuwait, the Ministry of Health, the Ministry of Education, and the Ministry of Public Works to obtain information on citizens' borrowing behavior and the quality of public services. The study also relies on a public opinion survey of citizen borrowers to obtain their views on the impact of low-quality public services on their borrowing behavior. Results: The results of the data analysis showed that the study population is not satisfied with the public services provided by the state, and that citizens' motives for borrowing are related to obtaining better housing services and spending on private health and education services

THE STRUCTURE AND OPERATION OF THE TOURISM MANAGEMENT OF THE UNESCO WORLD HERITAGE TOKAJ WINE REGION IN HUNGARY, WITH A PARTICULAR FOCUS ON WINE AND HEALTH

The topics of wine and health are two disciplines that should be researched together and put in the focus of the given destination. The Hungarian Tokaj wine region has been a UNESCO World Heritage Site since 2002. The eponymous settlement Tokaj won the award for the best European tourist settlement and the wine region is a member of the European organization Viour. The destination has a development council, which also has a labor union. This team coordinates major investments in the wine region, including major tourism developments. At the municipality of Tokaj, tourism plays a prominent role, where there are tourism experts. In the city of Tokaj, there is a destination management organization and a tourinform, the task of which is to ensure the conditions for hosting tourists and to support tourists. He also has administrative, statistical and management tasks. The tourism operation of the area is a good practice and with the implementation of the "Essencia főtér" program, the city, the administrative center, enters a new dimension. Wine and health, wine culture, viticulture, winemaking and the attractions, restaurants, accommodation and infrastructure of the destination all operate in accordance with the principle of innovative new tourism. The new structure of tourism management is the focus of the research and the scientific article as well as the presentation, which includes both operative and strategic elements. The methodology is literature review and in-depth interview. In the case of the former, the author examines both domestic and international expertise and best practices. &nbsp

INVESTIGATE THE DETERMINANTS OF TAIWAN FIRMS ENGAGE IN OFDI

In recent years, the trend of Taiwan’s OFDI flows shows growing. How to identify the critical factors for local firms to engage in OFDI successfully and rank their priority becomes an important issue. This article employs the DANP method to explore the criteria and their priority of Taiwan’s MNEs engaging in OFDI. The fourteen evaluation criteria are firstly extracted from past literature and are categorized into four groups; then consult with ten scholars/experts who are excellent in international trade; finally, interview with another fourteen senior managers to collect their practical opinions. The research results reveal that The Operation Environment group is the “main cause-factor” while Market Seeking group is the “main effect-factor” among the clusters. Resource Seeking group has the significant relationship with other clusters and locates at the central role among the four groups. This article also distinguishes the industry into two groups: high tech industry and traditional industry. For high tech industry, the top three important criteria are Geopolitical, Industrial Cluster, and Operating Costs; the last three criteria are Market Size, Market Potential, and Partnership. While the top three important criteria for traditional industry are Operating Cost, Labor Availability, and Market Size; the last three criteria are Home Government Polices, Market Potential, and Industrial Cluster. This article also finds that Taiwan’s high-tech industries should emphasize global deployment to mitigate the impact on parent companies when the business environment in host countries deteriorates. On the other hand, Taiwan’s traditional industries should pursue larger markets and lower production costs, as economies of scale are the primary source of their competitive advantage