Promotion is a vital element of the marketing mix, encompassing communication that informs and persuades customers. It integrates methods from traditional and digital channels, with a focus on measurable objectives and strategic planning. Effective promotional strategies require alignment with business goals and legal compliance to build consumer trust and brand equity.

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Social Capital (SC) is a vital intangible asset in the digital economy, enhancing business operations through relationships, trust, and shared identity. This report highlights SC’s importance in strategic marketing, linking it to Customer Lifetime Value (CLV) while addressing ethical risks. Successful SC management requires transparency, governance, and measurement integration for long-term business health.

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