Open AccessModern Marketing Tools and Internet Technologies in Ukrainian Business in the Formation of Marketing Strategies
Author(s) -
Liudmyla Alaverdian,
Olesia Romanenko
Publication year - 2020
Publication title -
marketing ì cifrovì tehnologìï
Language(s) - English
Resource type - Journals
eISSN - 2523-434X
pISSN - 2522-9087
DOI - 10.15276/mdt.4.4.2020.7
Subject(s) - digital marketing , business , marketing , marketing research , business marketing , marketing strategy , the internet , return on marketing investment , marketing management , ukrainian , marketing science , marketing mix , relationship marketing , computer science , world wide web , linguistics , philosophy
Research of modern marketing strategies used by business in the Ukrainian market of goods and services, in the context of the process of digitalization is a topical issue. The article reveals and summarizes the components of successful marketing strategies and tools of modern marketing in Ukraine, which should be used by business in a changing environment and existing risks, taking into account the concept of social responsibility. A high-quality research method was applied on social Internet networks, an in-depth interview was conducted, including a survey of 30 key informants - representatives of small and medium enterprises. Key words: marketing strategy, marketing tools, Internet technologies, business entities, Internet marketing, marketing trends