IDEAS home Printed from https://ideas.repec.org/a/ovi/oviste/vxxiy2021i2p779-786.html
   My bibliography  Save this article

Using Digital Marketing for Product Development and Communication Strategies

Author

Listed:
  • Mariana Juganaru

    (“Ovidius†University of Constanta)

  • Razvan Andronache

    (“Ovidius†University of Constanta)

  • Ruxandra Florentina Mihutiu (Firica)

    (“Ovidius†University of Constanta)

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.

Suggested Citation

  • Mariana Juganaru & Razvan Andronache & Ruxandra Florentina Mihutiu (Firica), 2021. "Using Digital Marketing for Product Development and Communication Strategies," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 779-786, December.
    • Handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:779-786
    as

    Download full text from publisher

    File URL: https://stec.univ-ovidius.ro/html/anale/RO/2021-2/Section%204/30.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    digital marketing; Internet; communication; business success;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ovi:oviste:v:xxi:y:2021:i:2:p:779-786. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Gheorghiu Gabriela (email available below). General contact details of provider: https://edirc.repec.org/data/feoviro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.