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2020, br. 52, str. 217-228
Sinteza između digitalnih marketinških strategija i strategija u igri šah
aCyprus International Institute of Management, Nicosia, Cyprus
bVisoka škola za poslovnu ekonomiju i preduzetništvo, Beograd

e-adresaradoslav@ciim.ac.cy, nenad_ravic_bps@yahoo.com
Ključne reči: šah; strategije šaha; digitalni marketing; digitalne marketinške strategije; ponašanje potrošača; konkurencija
Sažetak
Razvoj digitalnih tehnologija i pojava novih digitalnih alata omogućila je mnogim kompanijama da efikasnije posluju, komuniciraju i grade imidž svojih brendova u umovima svojih potrošača. Međutim, na tržištu koje karakteriše velika konkurencija, kompanije su suočene sa konstantnom potrebom da svoje digitalne marketinške strategije konstantno unapređuju, kako bi uopšte opstale. Mnogo je primera iz prakse u kojima su organizacije koristile strategije iz šaha, koje su se razvijale stotinama godina, kako bi nadmudrile svoje konkurente na tržištu. Moguće je povući paralelu između strategija ove drevne društvene igre i poslovnog okruženja, a saznanja i iskustva profesionalnih igrača šaha, mogu pomoći i marketinškim stručnjacima da osvoje konkurentku prednost na tržištu i ostvare svoje poslovne ciljeve i u digitalnom okruženju. Ovaj rad nastoji da istraži i analizira mogućnosti implementacije strategija koje se koriste u igri šah u oblast digitalnog marketinga i da predoči eventualne benefite koje marketari i kompanije mogu imati od implementacije ovih strategija u savremeno poslovno okruženje. Cilj rada je da prikupi i analizira informacije iz postojeće stručne literature o mogućnostima povezivanja šahovskih i digitalnih marketinških strategija i da ponudi nova rešenja marketinškim stručnjacima i kompanijama, koja im mogu pomoći da unaprede svoju komunikaciju sa potrošačima, ostvare emocionalnu interakciju, ali i kreiraju bolji imidž svojih brendova.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/bastina30-29122
primljen: 28.10.2020.
objavljen u SCIndeksu: 26.01.2021.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0