Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
Developing Strategies for Hospitals from Patient and Personnel Perspective with DEMATEL Read chapter Read first chapter

2021 | OriginalPaper | Chapter

Digital Transformation and Changing Marketing Dynamics in the World

Author : Funda Kara

Published in: Management Strategies to Survive in a Competitive Environment

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

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.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

inform now
previous chapter Strategic Social Media Marketing and Data Privacy
next chapter The Need and Importance of Financial Innovation in City Marketing
Footnotes
1
Gamification attracts the attention of consumers of all ages by bringing together the elements of the game and the concepts that are not related to the game. Individuals who make their consumption by playing games are both entertaining and establish an emotional connection with the business. For details, see Hofacker, Ruyter, Lurie, Manchanda, and Donaldson (2016), Tobon, Ruiz-Alba, and García-Madariaga (2020).
 
2
Digital marketing for details, see Dumitriu and Popescu (2020).
 
3
B2B (Business to Business) is the sale of a company’s product or service to another company. For details, see Brennan, Canning, and McDowell (2020), Cortez and Johnston (2018), Lankova, Davies, Archer-Brown, Marder, and Yau (2019).
 
Literature
Akgun, Z. (2019). Pazarlamada Dijital Dönüşüm: Dijital Pazarlama ve C Kuşağı. Ankara: İksad Yayınevi.
Aksoy, R. (2006). Bir Pazarlama Değeri Olarak Güven ve Tüketicilerin Elektronik Pazarlara Yönelik Güven Tutumları. ZKÜ Sosyal Bilimler Dergisi, 2(4), 79–90.
Aktepe, C., Baş, M., & Tolon, M. (2018). Müşteri İlişkileri Yönetimi. Ankara: Detay Yayıncılık, 4. baskı.
Brennan, R., Canning, L., & McDowell, R. (2020). Business-to-business marketing (5th ed.). Thousand Oaks: Sage.
Çatı, K. (2016). Girişimcilik ve İnovasyon Yönetimi. Ankara: Nobel Akademik Yayıncılık.
Cortez, R. M., & Johnston, W. J. (2018). Needed B2B marketing capabilities: Insights from the USA and emerging Latin America. International Business Review, 27(3), 594–609.CrossRef
Dev, C. S., & Schultz, D. E. (2005). Simply SIVA. Marketing Management, 14(2), 36–41.
Dumitriu, D., & Popescu, A.-M. (2020). Artificial intelligence solutions for digital marketing. In 13th International Conference interdisciplinarity in Engineering (Inter-Eng 2019). Procedia Manufacturing (Vol. 46, pp. 630–636).
Dwivedi, Y.K., Ismagilova, E., Hughes, D.L., Carlson, J., Filieri, R., Jacobson, J., et al. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 1–37.
Gundlach, G. T. (2007). The American marketing association’s 2004 definition of marketing: Perspectives on its implications for scholarship and the role and responsibility of marketing in society. Journal of Public Policy & Marketing, 26(2).
Hofacker, C. F., Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and Mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25–36.CrossRef
Hou, Y. (2005). Service quality of online apparel retailers and its impact on customer satisfaction customer trust and customer loyalty. Doctoral Thesis. The University of North Carolina.
Inanloo, E. A., Zarei, A., & Zeinolabedini, M. H. (2018). Examination of SAVE marketing mix situation in public libraries of Tehran. Library Philosophy and Practice (e-journal). Lincoln, 1–16.
Kotler. (2011). Reinventing marketing to manage the environmental imperative. Journal of Marketing, 75(4).
Kotler, P., & Keller, K. L. (2006). Marketing management. New Jersey: Pearson Education International.
Kotler, P., & Keller, K. L. (2009). Marketing management. New Jersey: Pearson Education International.
Kotler, P., & Keller, K. L. (2012). Marketing management. Harlow: Pearson Education International.
Kotler, P., & Keller, K. L. (2016). Marketing management. Harlow: Pearson Education International.
Lankova, S., Davies, L., Archer-Brown, C., Marder, B., & Yau, A. (2019). A comparison of social media marketing between B2B, B2C and mixed business models. Industrial Marketing Management, 81, 169–179.CrossRef
Lin, N., Tseng, W., Hung, Y., & Yen, D. C. (2009). Making customer relationship management work: Evidence from the banking industry in Taiwan. The Service Industries Journal, 29(9), 1183–1197.CrossRef
Mucuk, İ. (2017). Pazarlama İlkeleri, 21. Basım, İstanbul: Türkmen Kitabevi.
Odabaşı, Y. (1998). Pazarlama İletişimi. Eskişehir: Anadolu Üniversitesi Yayınları. Yayın No: 851.
Paksoy, H. M. (2017). İşletmelerin Satışa Sunacağı Yeni Ürünlerin Pazarda Tutunmasını Etkileyen Faktörler. Girişimcilik İnovasyon ve Pazarlama Araştırmaları Dergisi, 1(1), 67–86.CrossRef
Perreault, W. D., Cannon, J. P., & McCarthy, E. J. (2013). Pazarlamanın Temelleri Bir Pazarlama Stratejisi Planlama Yaklaşımı, Çev. In Ed: Asım Günal Önce. Ankara: Nobel Akademik Yayıncılık.
Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation. London: Kogan Page.
Saarikko, T., Westergren, U. H., & Blomquis, T. (2020). Digital transformation: Five recommendations for the digitally conscious firm. Business Horizons. Umea University, 90187, Umea.
Sallis, E. (1996). Total quality management in education (2nd ed.). London: Kogan Page.
Sanclemente-Téllez, J. C. (2017). Marketing and corporate social responsibility (CSR) moving between broadening the concept of marketing and social factors as a marketing strategy. Spanish Journal of Marketing-ESIC, 21(S1), 4–25.CrossRef
Smith, K. T. (2011). Digital marketing strategies that millennials find appealing motivating or just annoying. Journal of Strategic Marketing, 19(6), 489–499.CrossRef
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708.CrossRef
Tiwari, P. A. (2020). A study on digital marketing and its impact traditional marketing. Studies in Indian Place Names (UGC Care Journal), 40(61), 248–252.
Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2020). Gamification and online consumer decisions: Is the game over? Decision Support Systems, 128.
Wani, T. A. (2013). From 4ps to save a theoretical analysis of various marketing mix models. Business Sciences International Research Journal, 1(1).
Yeşil, A. (2008). E-Ticaret İnternet Ortamında Ticaret. İstanbul: Kum Saati Yayınları, 1. baskı.
Metadata
Title
Digital Transformation and Changing Marketing Dynamics in the World
Author
Funda Kara
Copyright Year
2021
Book
Management Strategies to Survive in a Competitive Environment

Print ISBN: 978-3-030-72287-6

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

Copyright Year: 2021

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