Relevant bibliographies by topics / Digital marketing strategies

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Digital marketing strategies'

Author: Grafiati
Published: 4 June 2021
Last updated: 1 February 2022

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Journal articles on the topic "Digital marketing strategies"

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Morris, Neil. "Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation." Journal of Direct, Data and Digital Marketing Practice 10, no. 4 (April 2009): 384–87. http://dx.doi.org/10.1057/dddmp.2009.7.

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Suda, Takanori, and Naoto Onzo. "Digital Innovation Strategies in Mature Markets:." Japan Marketing Journal 40, no. 4 (March 31, 2021): 94–103. http://dx.doi.org/10.7222/marketing.2021.023.

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García Rosales, Daniel Francisco. "Digital communication. Integrated marketing strategies." Questiones Publicitarias 3, no. 26 (July 8, 2020): 57. http://dx.doi.org/10.5565/rev/qp.354.

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Ph.D, Prof P. Vijaya Lakshmi,. "Digital Food Marketing Strategies Targeting Children: Review of Literature." International Journal of Trend in Scientific Research and Development Volume-2, Issue-5 (August 31, 2018): 2074–80. http://dx.doi.org/10.31142/ijtsrd18258.

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Njegomir, Vladimir. "Digital marketing." Civitas 10, no. 1 (2020): 52–71. http://dx.doi.org/10.5937/civitas2001052n.

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Marketing allows entrepreneurs to position themselves successfully in consumer awareness, to be successful competitors, and to satisfy consumer demands profitably. Entrepreneurs can use several marketing strategies, such as relationship marketing, expedition marketing, one-toone marketing, real-time marketing, and digital marketing. The aim of the paper is to discuss the advantages of digital marketing and certain forms of digital marketing in achieving entrepreneurial goals in the light of limited financial resources. In this paper, we will analyze the developmental stages of marketing. Then we will point to three critical forms of digital marketing: online marketing, social networking on the Internet, and mobile marketing. The main conclusion is that entrepreneurial marketing has a number of specific features arising from financial limitations of financial. Digital marketing does not require significant financial resources allocation and therefore represents an indispensable component of the entrepreneurs' market orientation.
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Petrovska, Oksana, and Viktoria Gerzhyk. "Marketing communications strategies in digital economy." Socio-Economic Research Bulletin, no. 4(68) (December 27, 2018): 159–68. http://dx.doi.org/10.33987/vsed.4(68).2018.159-168.

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Henderson, Kay. "Marketing strategies for digital library services." Library Review 54, no. 6 (August 2005): 342–45. http://dx.doi.org/10.1108/00242530510605467.

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Alavi, Shirin, and Vandana Ahuja. "Digital Marketing Analytics." International Journal of Innovation in the Digital Economy 5, no. 4 (October 2014): 50–65. http://dx.doi.org/10.4018/ijide.2014100104.

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Technological advances and the speed with which new technologies are being embraced by organizations, along with the rising power of the consumers and their ability to get what they want, when they want it, from whomever they want, have opened up new challenges for customer relationship management and marketing. Thus the need for understanding the digital world and its application becomes one of the greatest competitive aspects for a business's survival. The exhortation of globalization holds no meaning without the concept of what is being termed as ‘Digitization'. Blackberry has started a long and hard climb to regain its lost glory. Supporting its product improvement and repositioning strategies are a set of well-defined digital marketing strategies. This manuscript explores the dynamics of Inside Blackberry-an online endeavour of Blackberry to trace the E-Marketing objectives of the Blog and its ability to leverage the behavioral internet theory for online branding, building usability and reciprocity, strengthening credibility and consumer persuasion.
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Fatin, Tasnia, and Nayem Rahman. "Measuring Digital Marketing Performance." International Journal of Applied Management Theory and Research 2, no. 1 (January 2020): 1–15. http://dx.doi.org/10.4018/ijamtr.2020010101.

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Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.
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Yaneva, Ralitsa. "Digital Strategies for Marketing Relationships with Customers." European Journal of Marketing and Economics 1, no. 1 (July 17, 2018): 135. http://dx.doi.org/10.26417/ejme.v1i1.p135-145.

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Dissertations / Theses on the topic "Digital marketing strategies"

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Basco, John. "Digital Fundraising Strategies for Nonprofit Marketing Leaders in International Markets." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5540.

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Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing techniques of each organization. Interview transcripts and documents were examined to identify key ideas, and then analyzed using cross-case analysis to identify common themes. Included in the findings were themes such as the importance of cultural understanding, the value of message translation, the power of partnership with local organizations, and the effectiveness of e-mail marketing. The findings from this study may result in social change by increasing revenue and growth for nonprofit healthcare organizations, making them better able to provide services to all members.
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Dimitrova, Polina, and Isa Sin. "Digital Marketing in Start-Ups : The role of digital marketing in acquiring and maintaining business relationships." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76330.

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This study aims to explore the usage of the digital marketing to acquire and maintain business relationships, or more specifically, digital marketing in B2B start-ups within the Swedish market. Digital marketing is essential for businesses nowadays and has become a significant factor for business companies for improving and implementing their marketing strategies. Furthermore, business relationships have always taken an essential role among companies especially today due to the heightened level of digitalization. This case study attempts to answer two main research questions which this paper investigates on. To provide an exhaustive answer to the research questions: “How digital marketing contributes to acquiring business customers in B2B start-up context?” and “How digital marketing contributes to maintaining business customers in B2B start-up context?”, digital marketing approaches of eight respondents, theoretical implications and additional information will be examined in the upcoming chapters. The study concludes, that it was found that digital marketing is understood as an innovative and effective method for attracting, maintaining and building business relationships. However, the lack of resources is one fundamental reason why start-ups have difficulties in acquiring and maintaining business customers in practicing through digital marketing. Additionally, it was found that digital platforms and tools such as websites, industry specific platforms, and blogs provide the highest advantage for start-ups. Moreover, social media platforms like Instagram, LinkedIn and Facebook were in most use for presenting content that is informative, educational and honest. Digital marketing strategies in acquiring and maintaining business relationships are indicated in the analyses which give sufficient details in answering the research questions. The paper will provide suggestions for doing further research in improving the current topic in digital marketing.
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Quintana, Macchiavello Antonella. "Las estrategias digitales, a través de redes sociales, con relación al posicionamiento de marca en tiendas de alimentos orgánicos ubicadas en la zona 7 de Lima Metropolitana en hombres y mujeres de 28 a 33 años del NSE A durante el año 2018." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/652097.

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En la presente investigación se analizan las estrategias digitales en redes sociales de las tiendas orgánicas con la finalidad de descubrir la consecuencia actual y, en base a eso, se realizan estudios cualitativos y cuantitativos para descubrir si es que el uso constante y estratégico de estas son efectivas para posicionar la marca en el mercado. Según la investigación, el posicionamiento de la marca se ve reforzado. Sin embargo, debe ir acompañado de un desarrollo a nivel marca, no solo a través de redes sociales.
In this research, I analyze the digital strategies in social networks of organic stores in order to discover the current consequence and, based on that, qualitative and quantitative studies are carried out to discover if the constant and strategic use of these are effective to position the brand in the market. According to the investigation, the positioning of the brand is reinforced. However, it must be accompanied by a brand-level development, not only through social networks.
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Stepanchuk, Tanja. "Optimal pricing strategies how nonlinear programming enables optimal pricing in digital environment." Hamburg Kovač, 2009. http://d-nb.info/1000250164/04.

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Gecer, Gökhan [Verfasser], and Florian [Akademischer Betreuer] Kraus. "Essays on digital marketing strategies: an analytical investigation / Gökhan Gecer ; Betreuer: Florian Kraus." Mannheim : Universitätsbibliothek Mannheim, 2021. http://d-nb.info/1239558236/34.

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Laing, Audrey Frances. "Bookselling culture and consumer behaviour : marketing strategies and responses in traditional and online environments." Thesis, Robert Gordon University, 2008. http://hdl.handle.net/10059/400.

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This research examines the implementation of marketing both by chain and online booksellers, and consumer responses to this marketing and a reading of the current trade press revealed calls for research into consumer wants and needs (Watson, 2002; Holman, 2007; Horner, 2007a). While BML (Book Marketing Limited) carries out a valuable range of research into publishing and bookselling on an ongoing basis, nevertheless, both are relatively new research areas, and bookselling is particularly underdeveloped. It would appear that research in the field of bookselling has yet to be examined in an academic context. With specific respect to the development of a comprehensive understanding of consumer responses to bookshop marketing, the research is original, timely and useful, and builds upon the foundations of existing research, as detailed above. The mixed-method approach adopted in this study enhanced the level of triangulation possible, with interviews, surveys and focus groups serving to consolidate and support sets of results. This empirical research has uncovered rich source material from consumers both online and offline, revealing complex responses to traditional and online bookselling environments. Key original findings include: the widespread perception of homogeneity across chain bookshops by consumers; the presence of a coffee shop can enhance the concept of the bookshop as a social space and that consumer behaviour online was found to tend towards linear, goal-oriented book buying, whereas traditional book shopping tends to be much more about browsing, and have a serendipitous quality to it. The research has developed a comprehensive understanding of the approaches to marketing taken by chain booksellers, but more especially, the range of consumer responses and behaviour in both traditional chain and online bookshops. It has built upon the existing scholarly material available in these fields, as well as extending and developing research in the new academic field of bookselling. There is considerable scope for further investigation in both traditional and online bookselling, as outlined in the Conclusions chapter, building on the findings emerging from this research.
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Alsabt, Danah. "Global vs. Local – Marketing and Advertising Strategies to Promote ‘Brand’ Kuwait." OpenSIUC, 2021. https://opensiuc.lib.siu.edu/theses/2880.

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The purpose of this exploratory study is to examine the development and promotion of local brands in Kuwait, to understand the cultural practices used to create their branding, and how they compete with global brands within the competitive marketplace. Specifically, the study looks into the brands of Kuwait and the need to be self-reliant and self-sufficient to generate incomes within the country and achieve national competency. The Western brands influence the local brands and sometimes squashing them by transitioning from global to local brands. The Covid-19 has also sparked the need for supporting local brands and the national economy, as evident in the way countries are gradually transitioning their business practices. Therefore, the author provides an understanding of how locals use the cultural identity theory for their owned brands and shift the perception of consumers to try, use, and support local brands. Furthermore, the author analyzes the digital marketing strategies applied by local and global brands in achieving effective communications by promoting their brand image to Kuwait and the Gulf Cooperation Council (GCC) region.
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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.

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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.
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Espinosa, León Juan Pablo. "La relación entre el uso de redes sociales como acción de marketing digital y el Brand Awareness de músicos independientes en jóvenes de 18 a 24 años de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652212.

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Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digital es esencial para generar Brand Awareness en el negocio de los músicos independientes. Se buscó investigar una audiencia joven, la cual es considerada como nativos digitales, que entra durante varios momentos en el día a sus redes sociales y que escuchan a sus artistas favoritos a través de plataformas de streaming digital en su gran mayoría. Basándonos en la aplicación estudios cualitativos y cuantitativos, se buscará evidenciar y demostrar que esta relación existe y es relevante para el negocio de la industria de la música en la ciudad de Lima, Perú.
Today, the use of social networks in a professional manner and the same rules and restrictions imposed by these platforms when offering advertising spaces on their websites, makes the world competitive to grow and make a business known. This happens with independent musicians in Lima since they do not have the necessary resources to create a strategy that impacts social networks or simply does not have an investment budget. The subject investigated is to demonstrate that the optimal and efficient use of social networks is a digital strategy is essential to generate Brand Awareness in the business of independent musicians. We sought to investigate a young audience, which is considered as digital natives, who enter their social networks for several moments in the day and who listen to their favorite artists through digital streaming platforms in the vast majority. Based on the application of qualitative and quantitative studies, we will seek to demonstrate and demonstrate that this relationship exists and is relevant to the music industry business in the city of Lima, Peru.
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SILJESTEDT, SANDRA. "Marketing strategies in luxury fashion SMEs : The dream about Mary Katrantzou." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18078.

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Purpose: The purpose of this study is to critically examine the marketing strategy and marketing communication within a luxury fashion SME, the case of Mary Katrantzou. Methodology: This report has been conducted in a qualitative approach and six employees at the case study company have been interviewed. Three of the respondents are a part of the marketing department at the company, two are a part of the sales department and one member of the ecommerce team was interviewed. Moreover the interview approach was semi-structured interviews, and one on one interviews were conducted as well as written ones. Due to the access in the company the written interviews could be followed up by additional questions. Findings: Mary Katrantzou works with the appropriate traditional tools for luxury fashion brands, apart from advertisement, as well as working with the digital channels most suitable. Accordingly the theory a cohesive brand identity is vital when it comes to luxury fashion firms, and the findings in this area showed that the company does not have a coherent brand identity that permeates the whole organization. Instead the opinions of the six respondents differed. Moreover the empirical findings showed that collaborating with other companies could increase brand awareness. Conclusion: Mary Katrantzou’s marketing strategy is, accordingly the theory collected, in line with how luxury fashion brands should work with marketing. For the future however the company could invest in one more traditional tool in the form of advertisement. Figuring out the true brand identity of the company is also of importance. Moreover collaborations have according to this study the ability to increase brand awareness and should therefore be of interest to research further in the near future. Value/originality: The intimate access in the case study company in this report should be of high interest due to its rareness. From the inside examined fashion luxury brands are seldom researched, which adds value and originality to this study.
Program: Textilekonomutbildningen
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Books on the topic "Digital marketing strategies"

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Calvin, Jones, ed. Understanding digital marketing: Marketing strategies for engaging the digital generation. Philadelphia: Kogan Page, 2008.

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Calvin, Jones, ed. Understanding digital marketing: Marketing strategies for engaging the digital generation. 2nd ed. Philadelphia, PA: Kogan Page, 2012.

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Vijay, Mahajan, ed. Digital marketing: Global strategies from the world's leading experts. New York: Wiley, 2001.

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Zerdick, Axel. E-Conomics: Strategies for the Digital Marketplace. Berlin, Heidelberg: Springer Berlin Heidelberg, 2000.

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Schwartz, Evan I. Digital Darwinism: 7 breakthrough business strategies for surviving in the cutthroat Web economy. New York: Broadway Books, 1999.

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Rowe, Robert. Graphic design portfolio strategies for print and digital media. Upper Saddle River: Prentice Hall, 2010.

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Todd, Tracy. Practice-building 2.0 for mental health professionals: Strategies for success in the digital age. New York: W.W. Norton & Co., 2009.

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Todd, Tracy. Practice-building 2.0 for mental health professionals: Strategies for success in the digital age. New York: W.W. Norton & Co., 2009.

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Opening digital markets: Battle plans and business strategies for Internet commerce. 2nd ed. New York: McGraw-Hill, 1998.

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The digital handshake: Seven proven strategies to grow your business using social media. Hoboken, N.J: Wiley & Sons, 2009.

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Book chapters on the topic "Digital marketing strategies"

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Seymour, Alan, and Paul Blakey. "The importance of sports communication strategies." In Digital Sport Marketing, 165–80. Abingdon, Oxon ; New York, NY : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9781315204079-9.

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Lerer, Leonard, and Mike Piper. "Digital strategies in marketing and sales." In Digital Strategies in the Pharmaceutical Industry, 97–100. London: Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9780230598799_8.

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Lerer, Leonard, and Mike Piper. "Digital strategies in marketing to the consumer." In Digital Strategies in the Pharmaceutical Industry, 131–56. London: Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9780230598799_10.

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Lerer, Leonard, and Mike Piper. "Digital strategies in marketing to the physician." In Digital Strategies in the Pharmaceutical Industry, 101–30. London: Palgrave Macmillan UK, 2003. http://dx.doi.org/10.1057/9780230598799_9.

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Sayyad, Samee, Arif Mohammed, Vikrant Shaga, Abhishek Kumar, and K. Vengatesan. "Digital Marketing Framework Strategies Through Big Data." In Lecture Notes on Data Engineering and Communications Technologies, 1065–73. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24643-3_127.

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Arun Kumar, B. R. "AI-Based Digital Marketing Strategies—A Review." In Inventive Computation and Information Technologies, 957–69. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-33-4305-4_70.

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Chetna, P. N. "Digital Strategies: Compatibility Issues in Emerging Markets." In Strategic Marketing Issues in Emerging Markets, 163–70. Singapore: Springer Singapore, 2018. http://dx.doi.org/10.1007/978-981-10-6505-7_15.

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Gerasimenko, Valentina. "Digital Strategy Implementation in Marketing: New Performance and Risks." In Digital Strategies in a Global Market, 13–27. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-58267-8_2.

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Nozdreva, Raisa, and Anna Churakova. "Digital Tools in Empirical Marketing Strategies of Global Hotel Companies." In Digital Strategies in a Global Market, 213–27. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-58267-8_16.

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Savinov, Yuri, Evgeniya Taranovskaya, and Oleg Gavryushin. "On Determining the Effectiveness of Digital Marketing in Transnational e-Commerce." In Digital Strategies in a Global Market, 173–83. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-58267-8_13.

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Conference papers on the topic "Digital marketing strategies"

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DRAGOMIR, Robert, and Mihai ANDRONIE. "Strategies in digital marketing." In The 4th International Conference on Economic Sciences and Business Administration. Fundatia Romania de Maine, 2017. http://dx.doi.org/10.26458/v4.i1.14.

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A, Guzal. "DIGITAL MARKETING STRATEGIES IN COMMERCIAL BANKS." In MATERIALS OF INTERNATIONAL SCIENTIFIC-PRACTICAL CONFERENCE ON «DIGITAL ECONOMY: A NEW STAGE IN DEVELOPMENT OF NEW UZBEKISTAN THROUGH NEW TECHNOLOGIES, PLATFORMS AND BUSINESS MODELS». Tadqiqot.uz, 2020. http://dx.doi.org/10.26739/2181-9491-2020-si-2-2.

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Geçit, Barış Batuhan, and Erdoğan Taşkın. "Digital Marketing Usage and Measurement in Turkey." In International Conference on Eurasian Economies. Eurasian Economists Association, 2018. http://dx.doi.org/10.36880/c10.02204.

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Technological advances force firms to adapt new strategies and be more innovative. As firms changed their strategies, they also had to change their marketing strategies. There has been the necessity of surviving and obtaining more competitive advantage as world advance. In order to gain competitive advantage, marketing strategies should have been applied more technologically. This made firms adapt to the concept of digital marketing. Digital marketing is simply the application of marketing tools via digital or technological devices. This research focuses on exploring the digital marketing issue that is evolving through virtual connections. For this purpose hypothesis related to digital marketing has been tested on this study and survey method has been applied to marketing managers in Turkey. A survey with five-likert scale has been conducted. According to the results obtained from survey, managers see measurement of digital marketing important and see lack of knowledge and difficulty of content creating as the biggest barriers for using digital marketing.
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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
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Chilingaryan, V. V. "IMPACTS OF NON-TRADITIONAL MARKETING STRATEGIES." In Люди речисты - 2021. Ulyanovsk State Pedagogical University named after I. N. Ulyanov, 2021. http://dx.doi.org/10.33065/978-5-907216-49-5-2021-136-163.

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There is a certain loop persisting throughout the marketing field as a whole – the cycle of adaptation of the customer to advertisements they see and vice versa. The cycle’s complexity is also further developed via a multitude of factors i.e., linguistic or cultural identity of a certain consumer audience and originality or common acceptance of wide-world use of certain strategies. The aims of the research are to characterize non-traditional marketing strategies and to analyze their effectiveness. Object of research is the untraditional marketing strategies while the subject is the impacts of untraditional marketing strategies on various fields of human life, be it material or scientific\ideological in nature. During the research around 25 strategies is put under analysis. Among others special attention to digital marketing as it is still considered a non-traditional marketing strategy. The data about these strategies is then extrapolated to construct a social poll that is used to have more supporting data of non-traditional marketing effectiveness and its impacts on society as whole. The intended results should indicate the effectiveness of non-traditional marketing.
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6

Papageorgiou, George, Simona Mihai, Myria Ioannou, Despina Marouchou, and Stelios Marneros. "Towards the Development of a Digital Marketing (DM) Competencies Framework." In 2020 IEEE Communication Strategies in Digital Society Seminar (ComSDS). IEEE, 2020. http://dx.doi.org/10.1109/comsds49898.2020.9101231.

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7

Kuzmina, Anna M., and Alexey E. Kuzmin. "Engaging the Audience of Non-Profit Organizations in Communication in Social Networks in Modern Marketing Practice." In 2021 Communication Strategies in Digital Society Seminar (ComSDS). IEEE, 2021. http://dx.doi.org/10.1109/comsds52473.2021.9422854.

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8

Dumitriu, Dan, Mirona Ana-Maria Popescu, and Cătălin-George Alexe. "ENHANCING BRAND AWARENESS LEVEL OF UNIVERSITIES THROUGH THE MANAGEMENT OF DIGITAL MARKETING STRATEGIES." In 14th International Technology, Education and Development Conference. IATED, 2020. http://dx.doi.org/10.21125/inted.2020.2423.

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9

Dorofeeva, A. A., and L. B. Nyurenberger. "Marketing strategies ensuring the competitiveness of enterprises in the trading sphere." In Proceedings of the 1st International Scientific Conference "Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth" (MTDE 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/mtde-19.2019.98.

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10

Liu, Ying, and Taoye Zhang. "Research on Digital Marketing Strategies of Fast Fashion Clothing Brands Based on Big Data." In 2019 34rd Youth Academic Annual Conference of Chinese Association of Automation (YAC). IEEE, 2019. http://dx.doi.org/10.1109/yac.2019.8787647.

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