Impact of digital marketing on sustainable business – case of the Unilever company
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Date
2023
Authors
Jevtić, Adrijana
Milovanović, Goran
Journal Title
Journal ISSN
Volume Title
Publisher
Society of Economists "Ekonomika", Niš
Source
Economics of sustainable development
Volume
7
Issue
1
Abstract
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.
Description
Keywords
Unilever, Dove, sustainable business, digital marketing
Citation
DOI
10.5937/ESD2301015J
Scopus
ISSN
2560-421X
ISBN
License
CC-BY