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Implementation Of The Digital Marketingin The Service Sector

Author

Listed:
  • Teodora Obretenova

    (University of Chemical Technology and Metallurgy, Sofia, Bulgaria)

Abstract

With the beginning of the new millennium, the external environment of business organizations has undergone a dramatic change. With the development of information and communication technologies, the Internet has become a global marketplace and a major fieldfor marketing. Not only the environment has been changed, but the user and his capabilities have also been changed. Information technology creates new users who can easily and quickly compare products and services, read comments, and share personal experiences. This article presents the essence of the digital marketing, its tools and implementation in the service sector. In the practical part of the article the restaurant industry is surveyed, with one main object selected -restaurant Hacienda in Sofia city and several of its competitors.

Suggested Citation

  • Teodora Obretenova, 2020. "Implementation Of The Digital Marketingin The Service Sector," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 648-659.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:648-659
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    More about this item

    Keywords

    marketing; digital marketing; digital marketing tools; service sector;
    All these keywords.

    JEL classification:

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

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