Journal Press India^®

Editorial

Theme: “Marketing in the Digital Era” Adapting Technology and Leveraging Innovation
Venue: Global Business School, Hubli
Date: 21st December 2024

I am delighted to present this thought-provoking compilation of academic articles, research studies, and case analyses that reflect the vibrancy, diversity, and evolving priorities of today’s academic and professional landscapes. This compilation encompasses contributions across a wide spectrum of fields including marketing, finance, education, sustainability, digital transformation, heritage, and social development.

A significant highlight of this volume is the inclusion of eight original research articles that were presented at the Marketing Conference 2025, hosted by Global Business School, Hubli. Held on 21st December 2025, the conference was centered on the theme “Marketing in the Digital Era – Adapting Technology and Leveraging Innovation.” These selected works capture the pulse of contemporary marketing trends, technological disruptions, and digital strategies shaping today’s consumer landscape.

The conference papers include:

1. Transformative Role of AI and Emerging Technologies in Marketing: Explores how AI, machine learning, and automation are revolutionizing the marketer’s toolkit and enabling hyper-personalization and efficiency.
2. Empowering Digital Transformation: The Synergy of Marketing and HR: Focuses on how marketing teams and HR departments can collaborate to implement organizational-wide digital transformation.
3. Digital Transformation: Bridging the Gap Between Marketing and Finance: Discusses the alignment of financial strategy with customer-centric marketing initiatives to drive performance and innovation.
4. From Clicks to Conversations: Advertising and Communication in the Digital Age: Highlights the transition from one-way promotion to dynamic, data-informed brand conversations with consumers.
5. A Comprehensive Analysis of Zudio Fashion Brand – A Case Study: Examines the brand strategy, market positioning, and digital marketing tactics of one of India’s fastest-growing fashion retailers.
6. Consumer Buying Behavior Trends on Q-Commerce Platform Zepto – A Case Study: Investigates consumer decision-making patterns on rapid delivery platforms, especially in urban millennial segments.
7. Glance at Transforming Marketing Efforts (Social Media Presence): A Case Study on MTR Food-Journey: Provides insights into how legacy brands are reinventing themselves using digital storytelling and social media engagement.
8. Brand Identity: A Creation of Identity in the Digital World as a Challenging Investment in FMCGs?: Explores the complexities of building and maintaining brand equity in the fast-moving consumer goods sector in the digital age.

Beyond these conference contributions, this volume features a diverse set of articles from various disciplines, showcasing impactful research and analysis:

• Neurofeedback-Enhanced Learning examines how emerging neurotechnologies may reshape classroom learning experiences.
• Juvenile Justice Act, 2015 offers a policy-based analysis of balancing child rights with public safety.
• A Study on Loans and Advances at the Khanapur Co-operative Credit Society provides micro-level insights into rural credit systems.
• E-Waste Management and Sustainable Development in Education reflect the growing concern for environmental responsibility and social consciousness among students.
• Mapping Social Inclusion of Transgender People through a Bibliometric Lens is a pioneering effort to understand research trends in gender inclusivity.
• Craft Heritage: A Synthesis of Resilience and Revolution presents a socio-cultural perspective on preserving indigenous knowledge systems in a modern world.
• Impact of Unclaimed Deposits on the Indian Banking System and Exploratory Data Analysis for Banking and Finance represent powerful examinations of financial systems and data-based insights.
• Technological Leapfrogging of Indian E-Commerce with Reference to SDGs and Innovation showcases India’s rapid tech adoption and its link to sustainable goals.
• Growth and Development of Solar Energy in India offers a critical view of renewable energy efforts and infrastructure.
• Exploring the Impact of Financial Literacy on Electronics Borrowing in Urban Mumbai highlights behavioral economics and urban consumption challenges.
• A Study on Consumer Attitudes of Baby Care Products in Madurai City reveals product perception and trust factors in the childcare product segment.
• Differential Funding among State Universities in India critiques systemic challenges in public education financing.

This volume is a testament to the intellectual curiosity, societal awareness, and cross-functional approach of researchers across disciplines. The diversity in topics ensures that this compilation speaks to both domain experts and interdisciplinary readers.

We extend our heartfelt gratitude to all contributors for their outstanding efforts and commitment to academic excellence. We also thank the reviewers, editors, and organizing team for their support in shaping this compilation into a resource of knowledge and insight.

Let this collection not only inform but also inspire further research, dialogue, and innovation in a world where change is not just constant, but exponential.