 DO YOU NEED A HOLISTIC MARKETING CONCEPT IN A DIGITAL ENVIRONMENT OR JUST A DIGITAL TRANSFORMATION?Sidorchuk Roman ()
Annals of marketing-mba, 2021, vol. 1 Abstract: Theoretical conceptual article devoted to the development of the marketing situation in the new conditions. The paper analyzes the use of concept definitions in marketing. On this basis, a brief analysis of second-level marketing concepts is carried out. The main driving forces of new marketing concepts are highlighted. Their connection with technologies and consumer values is highlighted, on the one hand, and the role of consumer values in changing technological cycles, on the other. These considerations are projected onto the state of the Internet environment, its transformation into a digital environment. The features of consumer interaction in the digital environment are highlighted, which require deep rethinking, especially in the context of the development of ecosystems, virtual reality technologies and the share of the consumer's time in the process of connecting to the network. As a result, it is concluded that there is a need for a separate marketing concept in the digital environment. Keywords: marketing; digital environment; marketing concept; Digital transformation; ecosystem; digital marketing; values (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:6 Access Statistics for this article More articles in Annals of marketing-mba from Department of Marketing, Marketing MBA (RSconsult) Contact information at EDIRC. |
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