Promoting the use of digital marketing in the global economy

Authors

  • Anna Vladimirovna Abramova MGIMO University of the Foreign Ministry of the RF
  • Olga Dmitriyevna Andreeva Russian Foreign Trade Academy
  • Elena Gennadievna Kukharenko Moscow Technical University of Communications and Informatics

Keywords:

E-commerce, retail commerce, digital marketing, advertising, digital channels, media, mobile digital terminal

Abstract

The authors examine the rapid development of e-commerce in the world economy, stressing that its use stimulates introduction of new tools in the battle for the buyer. In particular, an increase in the use of digital marketing, its high role in inter-firm rivalry and a growth in the use of mobile terminals for carrying out operations on the acquisition of goods through the Internet are shown. However, the transition of companies’ business into the Internet space involves some problems. Particular attention is given to the most important areas in the digital marketing.

Author Biographies

Anna Vladimirovna Abramova, MGIMO University of the Foreign Ministry of the RF

PhD (Economics)
Place of work, post: MGIMO University of the Foreign Ministry of the RF, Academic Department of International Economic Relations and Foreign Economic Ties, assistant professor

Olga Dmitriyevna Andreeva, Russian Foreign Trade Academy

Candidate of Economic Sciences, Assistant Professor
Place of work, post: Russian Foreign Trade Academy, professor

Elena Gennadievna Kukharenko, Moscow Technical University of Communications and Informatics

Ph.D. (Economics)
Place of work, post: Moscow Technical University of Communications and Informatics, Department of "Economy of Communications, assistant professor

Published

2024-02-08

How to Cite

Abramova, A. V., Andreeva, O. D., & Kukharenko, E. G. (2024). Promoting the use of digital marketing in the global economy. Russian Foreign Economic Journal, (4), 24–41. Retrieved from https://journal.vavt.ru/rfej/article/view/849

Issue

Section

World economy