Marketing Strategy of the Internet-Project Development

Student: Kleonovskaya Ekaterina

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

<p>The current paper addresses the issue of marketing strategy of the Internet-project development. For this reason the aim of the research conducted is to define external and internal factors that determine the parameters of the marketing strategy. The marketing strategy is developed for the digital-agency “Amado” in Perm web-services market. In order to achieve the aim of the study several methods of gathering, processing and analyzing information with the corresponding instruments were applied: PEST-analysis of the external factors, strategic group mapping with the purpose of determine the closest competitors, CRM-system analysis for the defining the peculiarities of the company’s clients, in-depth interviews with the purpose of consumers’ requirements determination. The results of the research have demonstrated the analytical bases of the marketing strategy, that were considered in the “Amado” marketing mix.</p>

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