STRATEGIC AND TACTICAL MARKETING IN DIGITAL ECONOMY

Zabelina Maria A. () and Ivashkova N.I. ()
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Zabelina Maria A.: Plekhanov Russian University of Economics
Ivashkova N.I.: Plekhanov Russian University of Economics

Annals of marketing-mba, 2018, vol. 2

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.

Keywords: human-centric marketing; digital marketing; content; omnichannel (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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