Please use this identifier to cite or link to this item:
Title: Digitalization of marketing communications
Authors: Yevseitseva, Olena
Shkut, D.
Keywords: marketing communication system
sales promotion
personal sales
Issue Date: 2020
Citation: Yevseitseva O. Digitalization of marketing communications / O. Yevseitseva, D. Shkut // Evropský časopis ekonomiky a managementu. – 2020. – Svazek 6, 4 vydání. – P. 104-108.
Source: Evropský časopis ekonomiky a managementu
European Journal of Economics and Management
Abstract: This article deals with the problem of adaptation of the basic model of marketing communications of F. Kotler to the modern digital environment. Modern methods of marketing on the Internet have been studied: searching, context advertising, banners, teasers, advertising in social networks, collaboration with opinion leaders, demo-versions of products, mass mailings. Aims and tasks of facilities of marketing communications and expediency of their adaptation for the use in a digital environment have been determined. The sequence of transfer of communications from offline environment to online environment is proposed. Based on this research, the author proposes to use QR codes on physical advertising media in combination with additional stimulation.
DOI: 10.46340/eujem.2020.6.4.14
Faculty: Факультет економіки та бізнесу
Department: Кафедра маркетингу та комунікаційного дизайну
ISSN: 2533-4794 (Print)
2533-4808 (Online)
Appears in Collections:Наукові публікації (статті)
Кафедра маркетингу та комунікаційного дизайну (МКД)

Files in This Item:
File Description SizeFormat 
20210520_303.pdf247,75 kBAdobe PDFView/Open

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.