Saša Virijević Jovanović – Modern Business School, Terazije 27, Belgrade, Serbia
Goran Dašić – Modern Business School, Terazije 27, Belgrade, Serbia
7th International Scientific-Business Conference – LIMEN 2021 – Leadership, Innovation, Management and Economics: Integrated Politics of Research – CONFERENCE PROCEEDINGS, Online/virtual, December 16, 2021, published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-54-7, ISSN 2683-6149, DOI: https://doi.org/10.31410/LIMEN.2021
Digital marketing mix;
Considering that digital technologies have become an essential element of everyday consumer life, modern marketing has shifted to new, digital models that provide different possibilities for marketing mix development. The advent of the Internet, and particularly Web 2.0. technologies have significantly influenced all elements of the marketing mix, regardless of whether organizations are directly involved in e-commerce or not. The paper analyses the strategic frameworks of the marketing mix from the context of consumer behaviour, and their user experience in the digital environment. The research aim is to indicate the opportunities of digital technologies for marketers when deciding about product differentiation, price strategies, online communication tools and distribution channels to deliver value to consumers. In addition, the paper provides an insight into current literature dealing with the implications of digital technology and media on the digital marketing mix.
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
AMA, What is Digital Marketing? https://www.ama.org/pages/what-is-digital-marketing, visited 10/12/2021
Bhattacharjee, S., Gopal, R. D., Marsden, J. R., and Sankaranarayanan, R. (2011). Digital goods and markets: Emerging issues and challenges. ACM Trans. Manag. Inform. Syst. 2, 2.
Borden, N.H. (1964). The concept of the Marketing Mix. Journal of Advertising Research, June, 4 (2) pp 2-7 reprint Harvard Business School, Journal of Advertising Research, Classics, Volume II, September 1984, Oxford
Booms, B. and Bitner, M. (1981). Marketing strategies and organisation structures for service firms, in J. Donnelly and W. George (eds), Marketing of Services, New York: American Marketing Association
Juon, C., Greiling D., and Buerkle C., (2015). Internet Marketing Start to Finish. Que Publishing
Chaffey, D. & Ellis-Chadwick, F. (2016). Digital marketing, Strategy, Implementation and Practice. London: Pearson
Chaffey, D. & Smith, PR. (2017). Digital Marketing Excellence. New York: Routledge
Culliton, J.W. (1948). The Management of Marketing Costs. Division of Research, Graduate School of Business Administration, Boston, MA: Harvard University
Ghosh, S. (1998) Making business sense of the Internet, Harvard Business Review (March– April), 127–35.
Hollensen, S., Kotler, P., & Opresnik, M. O. (2017). Social Media Marketing. A Practitioner Guide. Opresnik Management Consulting
Išoraitė, M. (2016) Marketing Mix Theoretical Aspects, International Journal of Research – GRANTHAALAYAH, 4 (6), 25-37
Jones, B., Temperley, J. & Lima, A. (2009). Corporate reputation in the era of Web 2.0 the case of Primark. Journal of Marketing Management, 25 (9/10), 927–939.
Kotler, P. T., Armstrong, G., Harris, L.C., He, H. (2020). Principles of Marketing, Eighth European edition. Harlow: Pearson Education
Krämer, A., Kalka, R. (2016). How Digital Disruption Changes Pricing Strategies and Price Models, in Khare, A., Stewart, B. & Schatz, R. (eds.), Phantom Ex Machina Digital Disruption’s Role in Business Model Transformation. Springer.
McKinsey & Company (2017). Customer experience: New capabilities, new audiences, new opportunities. USA: McKinsey & Company
McKinsey (2020) https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/whats-next-for-digital-consumers, visited 17.12.2021.
McCarthy, E. J. (1964). Basic Marketing. IL: Richard D. Irwin.
Napierkowski, S. (2020). How to Explain Digital Products and Bring Them to Life – https://innovatemap.com/resource/how-to-explain-digital-products-and-bring-them-to-life/ visited 12.12.2021
Statista Research Department, Nov 9, 2021, https://www.statista.com/topics/6408/music-streaming/#dossierKeyfigures, visited 15.12.2021.
Singh, A., Agrariya, K. and Deepali, I. (2011) What really defines relationship marketing? A review of definitions and general and sector specific defining constructs, Journal of Relationship Marketing, 10(4), 203 37
Wang Y., K.L. Wang, J. T. Yao (2009). Marketing mixes for digital products: a study of the marketspaces in China, International Journal of Technology Marketing, 4(1):15-42.