title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Development of a marketing mix for a digital agency
Creators: name: ÐÐ¾Ð»ÐµÐ², ÐÐ½Ð´ÑÐµÐ¹
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð»-Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
Ð±ÑÐµÐ½Ð´ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
marketing mix
digital marketing
strategy
marketing
brand marketing

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¸Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ Ð²Ð½ÐµÐ´ÑÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð´Ð»Ñ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð°. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð° Ð77. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¼Ð¾Ð´ÐµÐ»Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¾Ð±ÑÐµÐ½Ð°ÑÑÐ½ÑÐµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð½ÑÐµÐ½ÑÐ½ÑÐ¹ Ð¸ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·, ÐºÐ»Ð°ÑÑÐ¸ÑÐ¸ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ; ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð¸Ð»Ð¸ Ð¸Ð½ÑÐµÑÐ²ÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, ÑÐºÑÐ¿ÐµÑÐ¸Ð¼ÐµÐ½Ñ; ÑÐ¿ÐµÑÐ¸ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¼Ð¾Ð´ÐµÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ð±Ð¸Ð·Ð½ÐµÑ-Ð¿ÑÐ¾ÑÐµÑÑÐ¾Ð², Ð¿ÑÐ¾Ð³Ð½Ð¾Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, ÑÐºÑÐ¿ÐµÑÑÐ½Ð¾Ðµ Ð¾ÑÐµÐ½Ð¸Ð²Ð°Ð½Ð¸Ðµ, Ð¼ÐµÑÐ¾Ð´Ñ Ð¾ÑÐµÐ½ÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾ÐµÐºÑÐ¾Ð². ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ñ Ð¼Ð¾Ð´ÐµÐ»ÐµÐ¹ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³; â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸Ð¸ Ð½Ð° ÑÑÐ½ÐºÐµ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» ÑÑÐ»ÑÐ³; â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÑÐ»Ð°Ð±ÑÐµ Ð¸ ÑÐ¸Ð»ÑÐ½Ñ ÑÑÐ¾ÑÐ¾Ð½Ñ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð°; â Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð° ÑÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð½Ð°Ñ Ð¼Ð¾Ð´ÐµÐ»Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° 8P Ñ Ð´Ð¾Ð±Ð°Ð²Ð»ÐµÐ½Ð¸ÐµÐ¼ ÑÐ½Ð¸ÐºÐ°Ð»ÑÐ½ÑÑ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ¾Ð²; â Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð°ÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐµÐ¹ Ð´Ð»Ñ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð°; â ÑÐ¾Ð·Ð´Ð°Ð½Ð¸Ðµ Ð¿ÑÐ»Ð° Ð½Ð¾Ð²ÑÑ ÑÑÐ»ÑÐ³ Ð´Ð»Ñ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» Ð°Ð³ÐµÐ½ÑÑÑÐ²Ð°. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð´Ð»Ñ ÑÑÐµÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹, ÐºÐ¾ÑÐ¾ÑÑÐµ Ð¿ÑÐµÐ´Ð¾ÑÑÐ°Ð²Ð»ÑÑÑ Ð´Ð¸Ð´Ð¶Ð¸ÑÐ°Ð» ÑÑÐ»ÑÐ³Ð¸, Ð½Ð¾ ÑÐ°Ðº Ð¼Ð¾Ð¶ÐµÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÑÑÑÑÑ Ð´Ð»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´ÑÑÐ³Ð¾Ð³Ð¾ Ð²Ð¸Ð´Ð° Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÐ¾Ð·Ð´Ð°Ð½Ð½Ð°Ñ Ð¼Ð¾Ð´ÐµÐ»Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° 10P, Ð¾ÑÐ»Ð¸ÑÐ°ÑÑÐ°ÑÑÑ Ð²Ð²ÐµÐ´ÑÐ½Ð½ÑÐ¼Ð¸ ÑÐ»ÐµÐ¼ÐµÐ½ÑÐ°Ð¼Ð¸, Ð¿Ð¾Ð·Ð²Ð¾Ð»ÑÑÑÐ¸Ð¼Ð¸ Ð¼Ð°ÐºÑÐ¸Ð¼Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°ÑÑ Ð¿ÑÐ¸Ð±ÑÐ»Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The aim of the study is the development of theoretical and practical recommendations for the implementation of a marketing mix for a digital agency. The study was carried out on the basis of digital agency A77. Research subject: marketing mix model. Research methods: general scientific research methods: content and comparative analysis, classification; empirical research methods: questionnaire or interviewing, observation, modeling, experiment; specific research methods: business process modeling, forecasting, expert evaluation, methods for evaluating the effectiveness of projects. The main results of the study: â a comparative analysis of existing models of the marketing mix has been carried out; â trends in the digital services market have been identified; â identified weaknesses and strengths of the digital agency; â an improved model of the 8P marketing mix with the addition of unique elements is proposed; â a set of marketing activities for a digital agency is proposed; â creation of a pool of new services for a digital agency. Application field: designed for the sphere of companies that provide digital services, but it can be used for companies of another type of activity. The scientific novelty of the study is a created model of the 10P marketing mix, characterized by the introduced elements that allow maximizing the companys profit. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.