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Published in:
2021 | OriginalPaper | Chapter
The Role of Digital Marketing in the Development of a Distribution and Logistics Network of Information Technology Companies
Authors : Dimitrios Κ. Nasiopoulos, Damianos P. Sakas, Panagiotis Trivellas
Published in: Business Intelligence and Modelling
Publisher: Springer International Publishing
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Abstract
The role of Digital Marketing is confirmed by numerous studies, where the following challenges have been raised: explosion of data, social media, proliferation of channels, and shifting of consumer demographics, which correspond to the developments in the digital market, with the supply chain companies having to adapt to these challenges.
In order to discover the role of Digital Marketing, we suggest a prediction model. It concerns the distribution of mobile devices and telecommunications services and presents the optimal ranking of the website, which is produced exclusively by electronic marketing. The modeling and simulation of the process was conducted with the aid of a system of agents (Agent-Based-Modeling, ABM). The results of the study are particularly useful for the Supply Chain companies, offering data in order to better understand the optimal level of adaptability of Digital Marketing. The results of the study are notably useful for the Logistics companies, as they result in the optimization of the distribution network.