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2021 | OriginalPaper | Buchkapitel

Digital Transformation and Changing Marketing Dynamics in the World

verfasst von : Funda Kara

Erschienen in: Management Strategies to Survive in a Competitive Environment

Verlag: Springer International Publishing

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Abstract

With the development of technology, the changes experienced in consumers’ expectations have directed especially marketing world to new searches. Starting to take place in the literature and featuring the digital marketing because of that the traditional marketing approach for companies is not able to adequately meet the needs of our age, SAVE marketing mix consists of solution (S), access (A), value (V) and education (E) elements. The starting point of this new mix is customer focus, which is now at the forefront. It is an approach that creates value for the customer, tries to find quick solutions to possible problems of the customer by communicating with them constantly, provides convenience to the customer regarding access to the product, and that can educate its employees by raising awareness on these issues. The aim of this study is to examine the SAVE marketing approach, which is one of the marketing dynamics being changed along with the process created by the digital transformation in the world. Surely, it is possible that various changes or additions would also be experienced in this marketing mix over time. However, it is an undeniable fact that the sense of marketing of the future will be shaped by carrying SAVE marketing mix.

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Titel: Digital Transformation and Changing Marketing Dynamics in the World
verfasst von: Funda Kara
Verlag: Springer International Publishing
Buch: Management Strategies to Survive in a Competitive Environment
Print ISBN: 978-3-030-72287-6

Electronic ISBN: 978-3-030-72288-3

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-72288-3_14

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