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:

Digital marketing mix;
Digital marketing;
Consumer behaviour;
Digital experience



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.

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