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Strategic-based Integration of Modern E-techniques in the Company's Operations: Experience and Prospects

Author

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  • Anna A. Dokukina

    (Plekhanov Russian University of Economics, Russia)

Abstract

The paper presents main results of consulting project which includes a research connected with the company's strategic focus development on the basis of digital marketing. The key idea is to prove the necessity of digital marketing development as an integral part of the organization's general strategic planning. The points raised are devoted to the organization's development on the basis of digital marketing strategy. It deals with theoretical issues and business case of digital marketing strategy creation with the application of SOSTAC Planning System methodology introduced by PR Smith. The instrument has been chosen since it is focused on main elements of any business (situation analysis, objectives, strategy, tactics, actions, control), on the one hand, and as it helps to get a general picture of a company performance along with the clear program of concrete tactics and actions, on the other hand.

Suggested Citation

  • Anna A. Dokukina, 2015. "Strategic-based Integration of Modern E-techniques in the Company's Operations: Experience and Prospects," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 10(2), pages 20-36, December.
    • Handle: RePEc:rse:wpaper:v:10:y:2015:i:2:p:20-36
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    More about this item

    Keywords

    business environment; economic development; e-marketing; strategic focus; management decisions;
    All these keywords.

    JEL classification:

    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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