Using Digital Marketing for Product Development and Communication Strategies

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, 779-786

Abstract: Digital marketing, as a modern form of direct marketing, has experienced the fastest development and nowadays it represents a new business model. The success enjoyed by digital marketing is due to the advances in Information and Communications Technology, the investments made by companies in this field, the economic and social advantages offered to business partners (suppliers, organizational customers, final consumers), but also to the changes in lifestyle and customer buying behavior. The aim of this study is to analyze the mode of application of digital marketing within a small company. The paper includes a theoretical part, represented by points of view provided by specialists on digital marketing and a case study, in which we have analyzed the main digital marketing activities, especially those regarding the product and the communication, carried out by the company Autonation Army SRL, in the 2020 -2021 period.

Keywords: digital marketing; Internet; communication; 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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