Phygital Approaches to Social Marketing

Kakhaber Djakeli is a Doctor of Economics and Associate Professor at the University of Georgia, Kakhaber Djakeli, spent an extended period working on marketing and economic themes. Being a Fulbright Scholar at Yale University from 2007 to 2008, he worked on managing and marketing healthcare reforms for his country. From 1998 to 2017, He was a Scholar of the German Academic Exchange Service DAAD at Leibniz University Hanover, under the mentoring of Professor Dr. Mathias, Graf v.d. Schulenburg in the Institute of Insurance Business Administration (IVBL), working on his projects about social and health economics and marketing. From 2011 to 2021, he worked as a Head of Bachelor and Master programs at International Black Sea University. He developed many academic programs and supported the implementation of new disciplines in them. As a visiting professor at Kennesaw State University in Georgia, USA, he taught his students global marketing. He wrote many articles About Marketing, branding, health reforms, and social economy and was the Editor of several Scientific Books and Scientific Journals. In 2024, he published the scientific book Modern Healthcare Marketing in the Digital Era with his colleagues. Being a member of different scientific associations, he continues participating in scientific research projects about social marketing, branding, health economics and health marketing, strategic brand management, and integrated marketing communications. He is an associate professor at the University of Georgia in the School of Health Sciences and a visiting professor at the Lublin University of Technology in Poland.