MARKETING THEORY AND PRACTICE

The development of information and communication technology has brought about significant changes in various aspects of life, including marketing activities. These changes are marked by the increasing use of the internet, social media, mobile devices, and various digital platforms, which facilitate interactions between companies and consumers. This has led to a shift from traditional marketing models to digital marketing, which is faster, more flexible, and more interactive (Kotler et al., 2021).

In today’s digital era, consumers are no longer merely passive recipients of information, but are now actively searching for, comparing, and evaluating products or services through digital

platforms. Consumers can obtain product information through websites, social media, marketplaces, and other customer reviews before making a purchasing decision. These changes in consumer behavior require companies to adapt their marketing strategies to stay relevant to technological developments and market needs (Kingsnorth, 2022).