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THE MAIN ASPECTS OF MARKETING SYSTEMS OF STRATEGIC MANAGEMENT IN THE NEW DIGITAL ERA

Authors

Jemma Saakyan, Lia Berikashvili

Rubric:Marketing
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Annotation

Digital transformation is one of the main trends of economic development in modern society. Business organizations tend to incorporate modern social media platforms into their businesses because they can gain popularity on the Web. Nowadays, the fear of using digital gadgets and online stores has decreased, and the use of electronic payments has increased. This study aims to reduce the academic-practical gap between digital and traditional marketing studies. The company’s operational and social performance are directly connected to their product consumption. Our survey analysis confirms that the level of social media platform usage in small and medium sized Georgian wine companies is quite low. The problem mentioned is directly connected with the lack of specialists working in the field. The digital acceleration can empower companies to reach the right consumers while requiring a lot of effort and operational actions. These findings provide theoretical input, managerial implications, and future research directions for integrated research in the Georgian business segment.

Keywords

Marketing System
Digital Era
Social Media
Georgian Wine
Strategic Management

Authors

Jemma Saakyan, Lia Berikashvili

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