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Digital Strategy Implementation in Marketing: New Performance and Risks. In: Konina N. (eds) Digital Strategies in a Global Marketкнига
- Автор: Gerasimenko Valentina
- Год издания: 2021
- Место издания: Palgrave Macmillan, Cham Springer Nature Switzerland AG
- Объём: 27 страниц (2,0 печатных листов)
- ISBN: 978-3-030-58266-1
- Монография
- DOI: 10.1007/978-3-030-58267-8_2
- Аннотация: The article analyzes the possible directions for implementing digital tools and strategies in marketing, which is becoming a condition for competitive companies in global markets. Since, as a global process, digitalization covers all markets, the purpose of the paper was to analyze the changes that have been taking place with marketing tools and strategies, using the example of companies operating in Russian markets. The author conducted a study, based on the methods of interviews with top company managers, of the directions and problems facing the implementation of digital tools and strategies. The results of the survey show the potential practical directions of using digital strategies, as well as the emerging risks that come from being resistant to change. The analysis revealed problems, but allows us to make recommendations for new research into the necessary managerial competencies for effectively implementing digital strategies.KeywordsDigitalization of economy Electronic markets Digital marketing Marketing tools Influence of COVID-19
- Добавил в систему: Герасименко Валентина Васильевна