Impact of digital marketing on sustainable business: Case of the Unilever company | Uticaj digitalnog marketinga na održivo poslovanje - primer kompanije Unilever | Impact of digital marketing on sustainable business
2023
Jevtić, Adrijana | Milovanović, Goran
Digital marketing, placed on the application of the Internet and digital tools, is one of the means to achieve business sustainability, as well as competitive advantages in the market. This paper presents the basis of the concept of digital marketing, as a new phase in the development of marketing, and its connection with the concept of sustainability. This paper aims to point out how much impact digital marketing can have on business sustainability and the creation of positive business outcomes, shown through the example of Unilever and its Dove brand. The paper analyses the digital marketing activities that this company has undertaken in the development of its Dove brand, which has resulted in its successful positioning in the market, as a brand that is sustainable and socially responsible on the one hand, and profitable on the other.
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