Impact of digital marketing on sustainable business – case of the Unilever company

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dc.citation.epage28
dc.citation.issue1
dc.citation.rankM53
dc.citation.spage15
dc.citation.volume7
dc.contributor.authorJevtić, Adrijana
dc.contributor.authorMilovanović, Goran
dc.date.accessioned2024-02-21T12:06:56Z
dc.date.available2024-02-21T12:06:56Z
dc.date.issued2023
dc.description.abstractDigital 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.
dc.identifier.doi10.5937/ESD2301015J
dc.identifier.issn2560-421X
dc.identifier.urihttps://repozitorijum.tfbor.bg.ac.rs/handle/123456789/5821
dc.language.isoen
dc.publisherSociety of Economists "Ekonomika", Niš
dc.rights.licenseCC-BY
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.sourceEconomics of sustainable development
dc.subjectUnilever
dc.subjectDove
dc.subjectsustainable business
dc.subjectdigital marketing
dc.titleImpact of digital marketing on sustainable business – case of the Unilever company
dc.title.alternativeUticaj digitalnog marketinga na održivo poslovanje – primer kompanije Unilever
dc.typearticle
dc.type.versionpublishedVersion

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