Using Digital Marketing to Study Customer Behavior

Mariana Juganaru (), Razvan Andronache () and Ruxandra Florentina Mihutiu (Firica) ()
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Mariana Juganaru: “Ovidius†University of Constanta
Razvan Andronache: “Ovidius†University of Constanta
Ruxandra Florentina Mihutiu (Firica): “Ovidius†University of Constanta

Ovidius University Annals, Economic Sciences Series, 2021, vol. XXI, issue 2, 773-778

Abstract: More and more, marketing experts and management representatives of internationally renowned companies state, on various occasions, that the technologies used in production, distribution, promotion / communication activities are evolving rapidly, leading to changes in markets and changes in customer behavior. It is clear that all the changes specific to the digital age are a matter of concern to any organization, regardless of its size, object of activity, market in which it operates, because they can act as either opportunities or threats, with important (sometimes decisive) consequences in terms of economic and social results. In this context, of multiple changes taking place, this paper aims at bringing to attention an analysis of the use of digital marketing (especially in terms of studying customer behavior) by a small company, established only 3 years and a half ago, an approach which has ensured its success in the market.

Keywords: digital marketing; consumer behavior; business success (search for similar items in EconPapers)
JEL-codes: M3 M30 M31 (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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