Основан в 1907 году
в России и за рубежом
The paper presents main results of consulting project which includes a research connected with the company's strategic focus development on the basis of digital marketing. The key idea is to prove the necessity of digital marketing development as an integral part of the organization's general strategic planning.
The points raised are devoted to the organization's development on the basis of digital marketing strategy. It deals with theoretical issues and business case of digital marketing strategy creation with the application of SOSTAC® Planning System methodology introduced by PR Smith. The instrument has been chosen since it is focused on main elements of any business (situation analysis, objectives, strategy, tactics, actions, control), on the one hand, and as it helps to get a general picture of a company performance along with the clear program of concrete tactics and actions, on the other hand.
Keywords: business environment, economic development, e-marketing, strategic focus, management decisions.