2025, Issue 2

This article explores the concepts of consumer journey and customer journey, focusing on their role in understanding consumer behavior and optimizing brand interactions. It highlights the importance of mapping and measuring touchpoints to create better customer experiences and build loyalty. The discussion integrates theoretical perspectives, practical models, and methodological approaches for effective marketing strategies.

In today's economic environment, digital transformation is becoming a key factor for the sustainable development and competitiveness of organizations. It is a factor that causes fundamental changes in the way organizations function and create value. Technologies optimize processes, improve decision-making, and open up new opportunities for innovation. This article aims to present different theories and approaches to digital transformation in organizations. Combining these approaches supports…