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Transforming Business
Through Marketing.

Explore expert analyses and forward-thinking strategies on marketing transformation, authored by leading academics from Vilnius University Business School and Lancaster University Management School. Discover how marketing strategies reshapes industries and drives business success.

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Neuromarketing meets AI: what is next?

From eye-tracking to emotion prediction: how AI-powered neuromarketing is redefining consumer insights and advertising impact.
Case Studies | Entrepreneurship and Innovation | Marketing

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Inflation effect on consumption and brand-building activities

Inflation changes how people shop - but does it justify abandoning brand-building for short-term sales tactics?
Business Insights | Marketing | Research Reviews

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Deceptive Shades of Green: How Greenwashing Shapes Consumer Choices

With most EU eco-claims misleading or unverified, greenwashing fuels consumer mistrust and threatens the credibility of sustainable products.

Business Insights | Entrepreneurship and Innovation | Management | Marketing | Research Reviews

Leveraging Electronic Visual Learning Aids in Higher Education: Enhancing Foreign Language Proficiency and Metacognitive Competencies 

How digital visual tools reshape language learning and why metacognitive gains depend on how, and for whom, they are used.

Business Insights | Case Studies | Entrepreneurship and Innovation | Marketing | Research Reviews

AI-Driven Education and Workplace- To Escape or Embrace?

Escape or embrace? How AI is transforming education and work and why resisting it may no longer be an option.

Case Studies | Entrepreneurship and Innovation | Management | Marketing

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