DIGITAL MARKETING STRATEGY

Abstract

This article presents economic concept of marketing strategy formation in dynamic environment of digital marketing. A model in this article describes formation of optimal strategy based on continuous cycle of determining key success factors: situation analysis – description of factors in SWOT-analysis – determining priorities – formation of product-market strategy leading to increased valuation of a company.

Keywords

• маркетинг
• товарно-рыночная стратегия
• позиционирование
• ключевые факторы успеха
• цифровые коммуникации
• стоимость бизнеса