Marketing in Russia in an Age of Digital Globalization

Alyoshina, I. V.

doi:10.1007/978-3-030-94870-2_25

Cited by 2 publications

(2 citation statements)

References 7 publications

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“…Bangkitnya globalisasi digital telah mendorong peralihan ke arah strategi pemasaran holistik yang berfokus pada individualisasi, demokratisasi, dan penciptaan nilai bersama dengan pemangku kepentingan (Alyoshina, 2022). Perusahaan beradaptasi terhadap perubahan lanskap dengan memanfaatkan platform dan teknologi digital untuk membangun dan mengelola merek global secara efektif (Crane et al, 2019).…”

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“…Penelitian Manajemen Pemasaran Digital di Era Globalisasi berfokus pada tren dan strategi yang berkembang untuk beradaptasi dengan era digital (Al-Ababneh, 2022; Jurnal Multidisiplin West Science  Alyoshina, 2022;Gryshchenko & Shkoda, 2022;Steenkamp, 2020). Para ahli menekankan pentingnya mengintegrasikan alat digital ke dalam kerangka pemasaran tradisional untuk memenuhi kebutuhan pelanggan online, meningkatkan proposisi nilai, dan mendapatkan keunggulan kompetitif (Shevtsov & Obolenska, 2020).…”

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Eksplorasi Karakteristik Penelitian Manajemen Pemasaran Digital di Era Globalisasi

Utomo

2024

JMWS

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Personalisasi dalam pemasaran telah menjadi semakin penting dalam konteks praktik bisnis yang berkelanjutan. Penelitian ini bertujuan untuk melakukan analisis bibliometrik yang komprehensif terkait personalisasi dalam implementasi manajemen pemasaran digital di era globalisasi. Pendekatan bibliometrik digunakan untuk mengeksplorasi tren penelitian, tema utama, dan kontribusi literatur dalam memahami praktik dan teori manajemen pemasaran digital. Data dianalisis dari periode 1984 hingga 2024 menggunakan basis data akademis yang terverifikasi. Hasil analisis menunjukkan dampak signifikan dari literatur dalam domain ini, dengan total 980 makalah dan 162.307 kutipan yang teridentifikasi. Analisis jaringan istilah mengungkapkan tema-tema utama seperti pemasaran internet, kecerdasan buatan, dan dampak pandemi COVID-19. Selain itu, peta densitas menyoroti area-area potensial untuk penelitian mendatang, termasuk penggunaan AI dalam pemasaran dan dampak digitalisasi dalam konteks global. Temuan ini memberikan wawasan yang berharga bagi praktisi bisnis dan akademisi dalam merancang strategi pemasaran yang efektif di era digital, serta memberikan kontribusi penting terhadap pengembangan teori dalam manajemen pemasaran digital.

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Eksplorasi Karakteristik Penelitian Manajemen Pemasaran Digital di Era Globalisasi

Utomo

2024

JMWS

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High-tech marketing: Challenges and opportunities for the Russian Federation

Alyoshina

2023

Upravlenie

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The purpose of the study is to search for guidelines for holistic marketing in solving the problems of high-tech development of the Russian economy. The article reveals the problems and opportunities of marketing for high-tech solutions in the Russian realities of the world economy geopolitical crisis period, sanctions pressure and the disruption of global innovation links. The results of statistical and expert evaluations of the Russian and foreign studies are analyzed. Approaches to the definition of high technologies are presented; their features as an object of marketing (complexity, high uncertainty of results), as well as demand and competition; high risks of investments of all types of resources. The innovativeness, ability to generate and commercialize high-tech innovations crossing the boundaries of industries, cultures and markets of the regions of the world, is defined as a necessary condition for sustainability, competitiveness of the economy and the potential for its development. The definition of high-tech marketing in the concept of holistic marketing is proposed. High level of human capital development in the Russian Federation is defined as a prerequisite for the use of creative solutions in marketing of high-tech innovations. The recommendations of marketing solutions for the deployment of the life cycle of a high-tech product for market segments of varying degrees of maturity are presented, the methods and models used in high-tech marketing are indicated. The importance of informing and educating a wide and professional audiences is emphasized. High technologies are proposed to be considered as part of innovative systems in the context of socio-economic institutions. It is noted that the holistic concept of high technology marketing as an element of national, technological and global innovation systems involves decisions at the institutional and infrastructural levels.

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Marketing in Russia in an Age of Digital Globalization

Cited by 2 publications

References 7 publications

Eksplorasi Karakteristik Penelitian Manajemen Pemasaran Digital di Era Globalisasi

Eksplorasi Karakteristik Penelitian Manajemen Pemasaran Digital di Era Globalisasi

High-tech marketing: Challenges and opportunities for the Russian Federation

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