Predictors of Companies Preferences for Adopting a Proposed Marketing Strategy

Negoiță Olivia Doina (), Purcărea Anca Alexandra () and Popescu Mirona Ana-Maria ()
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Negoiță Olivia Doina: Polytechnic University of Bucharest
Purcărea Anca Alexandra: Polytechnic University of Bucharest
Popescu Mirona Ana-Maria: Polytechnic University of Bucharest

Ovidius University Annals, Economic Sciences Series, 2018, vol. XVIII, issue 1, 348-352

Abstract: Digital marketing has become increasingly popular and even a mandatory component of anorganization's marketing strategy because it covers the entire range of tools, technologies andcommunication channels. Digital marketing involves the use of digital technologies to supportmarketing activities for profitable acquisition and customer retention in a multi-channel process,no matter what the stage of the customer acquisition cycle. Through this article we will look at itsimportance in a company, the benefits of digital marketing and there will be developed hypothesisto improve the marketing strategy, starting from the current situation.

Keywords: digital marketing; marketing strategy; digital technologies (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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