University of Wales Trinity Saint David • University of Wales Trinity Saint David

Artificial Intelligence (AI) is becoming part of everyday life. AI is growing fast and it's transforming both businesses and customer experiences.It has become an integral part of every digital experience – internet queries, online shopping, recommendations. AI-based technology is a helpful resource for digital marketers too, as it helps them get to know their customers better, create the right message and get it through using the right channel. AI allows gathering and analyzing customer beh...

The conducted situational analysis of Estee Lauder suggests that by its brand acquisition strategy it has succeeded to expand globally and gain its position in the top 3 of the biggest cosmetic companies. Although the beauty industry is very dynamic and competitive, Estee Lauder keeps up with its competitors by focusing on product and business innovation. EL has positioned itself on the market as a luxurious and high-quality beauty brand. By marketing segmentation, it adapts its marketing mix to...

The information era has changed daily life and shopping. Companies seek a multilevel approach to communicate with their customers and focus is moved to digital channels. Although nowadays it is easier for companies to connect with a customer, it is much harder to continuously keep them engaged. The first chapters analyse Estee Lauder's marketing communications strategy and discuss prospects for the company. Engaging modern shoppers requires a customer-centred approach, focusing on various key e...

The growth of eCommerce on the African continent over the past few years has created a business opportunity for another sector – fulfilment logistics. Metro Africa Xpress (MAX) is a Nigerian start-up with a mission to bring economic growth for the people of Nigeria and Africa and to revolutionize the way business is done across the continent. Relying highly on technology, MAX is putting a focus on creating added value by its operations for employees, customers and the society in general. Durin...

Plastic surgery procedures have always been a controversial topic, attracting public interest. With economic growth and the shift in lifestyle, plastic surgery has become more affordable and has become a trend in developed countries. The digitalization of businesses and the society, in general, has created lots of strategic possibilities although, at the same time, improper use of these digital assets could create a threat and be a weakness from which competitors with better digital strategy cou...