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2020, vol. 51, br. 1, str. 43-50
Digitalne marketing komunikacije u funkciji kreiranja konkurentske prednosti na tržištu
aVisoka škola akademskih studija "Dositej", Beograd
bUniverzitet Privredna akademija u Novom Sadu, Fakultet za primenjeni menadžment, ekonomiju i finansije, Beograd
cTehnička škola, Beograd

e-adresacvjetkovicm@gmail.com, zojo30@yahoo.com, sasa.stepanov@gmail.com, tehnickadositej@gmail.com
Ključne reči: digitalne marketing komunikacije; pozicioniranje i diferenciranje proizvoda; jačanje brenda; osposobljenost i obučenost zaposlenih; digitalni potrošači
Sažetak
U radu je prikazano istraživanje koje ima za cilj da utvrdi uticaj digitalnih marketing komunikacija na kreiranje konkurentske prednosti na tržištu. Rezultati istraživanja pokazuju da postoji statistički značajne relacije između varijabli digitalnih marketing komunikacija i varijabli unapređenja prodaje i odnosa sa korisnicima. Korelacionom analizom je utvrđeno da nivo i kvalitet digitalnih marketing aktivnosti imaju najveći uticaj na varijable pozicioniranje i diferenciranje proizvoda i jačanje brenda. Faktorskom analizom dobijeno je dvokomponentno rešenje, gde prva komponenta okuplja varijable nivoa i kvaliteta digitalnih marketing komunikacija i pozicioniranje i diferenciranje proizvoda/usluga, a druga komponenta okuplja varijable koje se odnose na potrošača i obučenost kadrova za digitani marketing, i utvrđena je jaka korelaciona veza između ove dve komponente. Ovim istraživanjem je potvrđen značaj digitalnih marketing komunikacija u unapređenju poslovanja i konkurentnosti, gde se fokus stavlja na osposobljenost i stručnost zaposlenih za obavljanje kvalitetnijih digitalnih marketing aktivnosti koje u prvi plan stavljaju potrebe i zahteve digitalnih potrošača.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt2001043C
objavljen u SCIndeksu: 24.06.2020.
metod recenzije: dvostruko anoniman
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