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Predictors of Companies Preferences for Adopting a Proposed Marketing Strategy

Author

Listed:
  • Negoiță Olivia Doina

    (Polytechnic University of Bucharest)

  • Purcărea Anca Alexandra

    (Polytechnic University of Bucharest)

  • Popescu Mirona Ana-Maria

    (Polytechnic University of Bucharest)

Abstract

Digital marketing has become increasingly popular and even a mandatory component of anorganization's marketing strategy because it covers the entire range of tools, technologies andcommunication channels. Digital marketing involves the use of digital technologies to supportmarketing activities for profitable acquisition and customer retention in a multi-channel process,no matter what the stage of the customer acquisition cycle. Through this article we will look at itsimportance in a company, the benefits of digital marketing and there will be developed hypothesisto improve the marketing strategy, starting from the current situation.

Suggested Citation

  • Negoiță Olivia Doina & Purcărea Anca Alexandra & Popescu Mirona Ana-Maria, 2018. "Predictors of Companies Preferences for Adopting a Proposed Marketing Strategy," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 348-352, July.
    • Handle: RePEc:ovi:oviste:v:xviii:y:2018:i:1:p:348-352
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    More about this item

    Keywords

    digital marketing; marketing strategy; digital technologies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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