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Strategic And Tactical Marketing In Digital Economy

Author

Listed:
  • Zabelina Maria A.

    (Plekhanov Russian University of Economics)

  • Ivashkova N.I.

    (Plekhanov Russian University of Economics)

Abstract

The article analyzes the development of marketing concepts from product orientation to marketing in the digital economy. Particular attention is paid to the main marketing trends in the digital economy: a high level of communication and access to information; globalization and the development of creative society. Highlighted the main strategies and tactics of digital marketing ( Marketing 4.0). The concept of Marketing 4.0 is based on integration of the best of online and offline – the immediacy of online channels and the individual approach of offline channels. This will also be the key challenge for brands and companies.

Suggested Citation

  • Zabelina Maria A. & Ivashkova N.I., 2018. "Strategic And Tactical Marketing In Digital Economy," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 2, June.
    • Handle: RePEc:mmb:journl:articl_v2_2_18
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    File URL: http://www.marketing-mba.ru/article/v2_18/Zabelina.pdf
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    References listed on IDEAS

    as
    1. Wang, Rebecca Jen-Hui & Malthouse, Edward C. & Krishnamurthi, Lakshman, 2015. "On the Go: How Mobile Shopping Affects Customer Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(2), pages 217-234.
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    Cited by:

    1. Michał Goliński, 2019. "Measuring the digital economy in the European Union research," Collegium of Economic Analysis Annals, Warsaw School of Economics, Collegium of Economic Analysis, issue 54, pages 155-170.
    2. Öz, Fikret, 2019. "Digitalisierung in Kleinbetrieben: Ergebnisse aus Baugewerbe, Logistik und ambulanter Pflege," Forschung Aktuell 02/2019, Institut Arbeit und Technik (IAT), Westfälische Hochschule, University of Applied Sciences.
    3. Kang, Seongwhan & Heo, Seongmin & Realff, Matthew J. & Lee, Jay H., 2020. "Three-stage design of high-resolution microalgae-based biofuel supply chain using geographic information system," Applied Energy, Elsevier, vol. 265(C).

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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