مجلة الدراسات التجارية والاقتصادية المعاصرة
Volume 6, Numéro 2, Pages 107-127
2023-07-20
Innovation Marketing In The Digital Era: Adapting The Marketing Mix To The Online Environment And Insights From Leading Companies.
Authors : Bellout Ikram Nor El Houda . Kourbali Baghdad .
Abstract
In today's rapidly evolving digital landscape, businesses encounter new challenges arising from the rapid advancement of digital tools and information technology, as well as the intensifying competitive environment and the diverse needs, lifestyles, and consumption habits of customers. Merely offering a superior and highly useful product may not suffice for a company to remain competitive in such a dynamic market without the right marketing strategy. Successful companies are those that embrace rapid change, prioritize innovative marketing as a core strategy, and consistently innovate to enhance brand awareness and shape consumer perceptions. This paper aims to showcase examples of three leading companies across different sectors that have effectively responded to these challenges by embracing digital channels, leveraging innovative technologies, and continuously evolving their marketing approaches. By tailoring their marketing mix to the online environment, these companies have successfully navigated the digital era and maintained a competitive edge.
Keywords
E-Marketing ; Marketing Mix ; E-Marketing mix ; Online environment ; Innovation marketing
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