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"Modern Healthcare Marketing in the Digital Era, edited by Kakhaber Djakeli from the International Black Sea University, Georgia, is a comprehensive guide that addresses the critical challenge of transforming healthcare marketing strategies in the dynamic landscape of the digital era. With innovative technologies like artificial intelligence, augmented reality, blockchain, and mobile applications reshaping the healthcare industry, this book offers practical insights and innovative methodologies to create a consumer-centric health culture. Healthcare professionals, policymakers, and marketers will find valuable guidance in bridging the gap between technology and marketing, enabling them to thrive in this ever-evolving landscape. Through its exploration of historical developments, the status, and the evolution of needs and demands in healthcare markets, the book equips readers with the tools they need to navigate the complexities of modern healthcare marketing. It covers essential topics such as patient segmentation, customer relationship management, and the integration of virtual and augmented reality in healthcare marketing and sales. By providing real-world examples and empirical research findings, Modern Healthcare Marketing in the Digital Era serves as a practical roadmap for transforming healthcare services, fostering patient-clinic partnerships, and enhancing health literacy through effective marketing efforts. With its valuable insights, this book is a vital resource for students, educators, healthcare professionals, policymakers, and researchers, empowering them to embrace digital innovations and cultivate a consumer-centric health culture for superior patient care and satisfaction. "--

The main hypothesis, making me to write this article was about the importance of archetypes, sounded as the following: when political brand is losing its archetypes it dies. To confirm or deny this hypothesis the goal was to explain the importance of video tape of abuse in a prison released during 2012 Parliament Elections of Georgia. The question is why it was so effective and damaging for the governing "United National Movement of Georgia"? The comparison of TV advertisement budgets of the main rival political organizations is very surprising. It shows that the governing political party - "United National Movement" spent 10 times more than (approximately 11 million GEL - more than 6 million USD) its main competitor "Georgian Dream", (having spent only 123833 GEL - around 71000 USD) but lost historical elections, against the fresh political alliance. "Opinion polls taken by the U.S. National Democratic Institute in June and August 2012—before the release of the videos-seemed to indicate that more Georgianspreferred United National Movement to Georgian Dream and that support for GD may have weakened" (Nichol, 2012). The survey of focus group members was conducted for the purposes of this article to know their attitude to subjects of elections – political parties and their leaders - five focus groups consisting of the total of 63 people before and after the elections.

In this article author tried to combine different branding tools and famous archetype methodology of Karl Gustav Jung. Themain purpose of this article is to find Political Branding approaches and methods which should be used by parties for a long periodpolitical resistance on political market. To have such objectives author of the article undertakes focus group research – interviewingcitizens and opinion makers on political market of Georgia. As a case of problem why brands fail or how political brands behavethemselves during final stage of elections, if they lose their image during the change of their archetype, authors used Georgian 2012parliamentary elections.

Having worked in 2013 under tuition of famous German Health Economist, Professor Dr. Mathias Graf von der Schulenburgat Hanover Leibnitz University, being supported by German Academic Exchange Service-DAAD, as a Guest Professor at theInstitute of Insurance Business Administration IVBL, I tried to analyze two health reforms in the history of independent Georgia.Health reform policy analyze is important for two reasons:"It can help explain why certain health issues receive political attention,and others do not, such as by enabling identification of which stakeholders may support or resist policy reforms, and why"(Buse, Dickinson, Gilson, & Murray, 2007).Two health reforms were undertaken by Georgian government. The first in 1994-1995, when the country started to buildsome mix from social health Insurance (SHI) and taxed finance (TF) system, but failed due to the lack of financing, propermanagement and bribing. And the second in 2004-2007, when the new, more private forms of health finance and service deliveringwere implemented. The model of 2004-2007 was totally new and it can be entitled as a Model of Bendukidze (MB),since Georgian vice Prime Minister Bendukidze supported its birth and implementation into health system of the country. Theauthor of this article being hired by Georgian Government as a Health Economist in 2007 was also part of health reform teamestablishing its main strategy.Because two totally different types of health reforms had already implemented in Georgia during such a short period, itwould be interesting to assess their main features and reasons for choosing these models of healthcare among other possiblealternatives and discuss their effectiveness for the country.The article is based on a literature review of scientific publications about health of Georgia and focus group interviewsundertaken in 2013 at international Black Sea University.

"The communication of ideas between individuals and any resultant adoption of those ideas is a complex mechanism". (Wills& Midgley, 1973, p. 77) Rogers defined five stages for every individual in an adoption process. But how well this famous fivestages of Rogers work in political marketing? What sharpens the process to move from awareness to interest in political market?Why does people's awareness not always turn into the interest? What makes people to be more involved into the activitiesof some political brand? The possible answer – good archetypes for their owners make easy the success of the political personon political market. Archetypes of Carl Gustav Jung can be interesting tool in political Branding. Archetypes can work well asa desired positioning for many brands in political markets. By archetype development we can discuss success and failure ofsome political brands. This concept is linked to brand equity too. To make brand strong marketers have the famous CustomerBased Brand Equity model (CBBE). In this model everything is seen from the view of consumers. "Two fundamentally importantquestions marketers facing are: What do different brands mean to consumers? And how does the brand knowledge ofconsumers affect their response to marketing activity? The basic premise of the CBBE model is that the power of brand lies inwhat customers have learned, felt, seen, and heard about the brand, as a result of their experiences over time. In other words,the power of brand lies in what resides in the minds of customers". (Keller, 2011, p. 71)From the view of Customer Based Brand Equity model, it is seen that brand knowledge is the key to creating brandequity; hence brand knowledge establishes difference between products, services, ideas, persons. The Brand Knowledge isstanding on two legs, or two main components: Brand Awareness and Brand Image.

The article aims to support political theorists and PR practitioners to bring new or encourage already existed political figures to the top political arena and make them, using this matrix, to plan their future according to the type of awareness and a positive image they already built and the time they spent in political PR and political marketing influencing society and politics. The concept of Brand awareness should be well employed by Political PR. To improve public relations approaches into political PR and employ awareness as a success factor for political competition, we suggest the following Matrix, invented by public relations practitioners and political marketing researchers: Pr.Dr. Kakhaber Djakeli and Thea Tshumburidze in 2011.

Abstract
The lockdown regulations aiming at avoiding the spread of the new coronavirus COVID-19 have caused disruptions in organizations of all types or sizes. In order to survive and remain competitive, enterprises have moved online. In line with the dramatic changes around the globe triggered by the regulations as a part of preventive measures, social enterprises switched to working from home. As a result, entrepreneurs have to learn new digital skills to capture the potential of digitalization as it is considered to have an ability to accelerate economic recovery after the pandemic. Yet digitalization influences organizational processes and operations and requires changes in strategies. In light of these transformations, researching social enterprises from different angles is of particular importance when economies are facing the threat of recession, as social entrepreneurship addresses market failure and can tackle social problems. Social entrepreneurs can find innovative solutions to modern challenges and help society and economies to transform. Therefore, this paper aims to investigate the feasibility of remote working and digitalization in social enterprises. The paper outlines remote working concerns in social enterprises in the Republic of Georgia and analyses flextime opportunities for enterprise employees. The empirical study is based on a qualitative research approach. In-depth interviews were conducted with the seventeen Georgian social entrepreneurs to explore the research questions. The paper contributes to understanding remote working in social enterprises and offers suggestions for future study directions in this under-researched area.

Abstract
The Health Reform of the country is a very difficult burden for two reasons: firstly, we need an appropriate economy level in the country, that can bear the new health model, established through reform, and secondly, the country needs a health system that is appropriate either for its economic system or for its tradition and history. Health reformers need to match all the points of the health reform concept, its implementation, and the systems of the country. Due to its Soviet past, Georgia struggled in the last twenty years to find an effective and cost efficient health model for its citizens. Starting from the 90s, Georgia instituted three health reforms and finally found some sustainable measures. The present article explores the three waves of the Georgian Health Care reforms, and analyses the factors of their success and the reasons for their failures. The importance of studying the Health Care systems is derived from Sustainable Development Goals targeting Health issues including health-related topics to improve the population's health and wellbeing as well as achieve universal coverage of health services. The research contributes to the knowledge regarding the Health Care Reforms, and their practical implications on a country.