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The Recommendations for Digital Strategy Development of "Adidas" Company on the Russian Market

Student: Alina Minochkina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

In traditional kinds of communication the development of a strategy within a certain brand is already an integral part of an effective and competently constructed advertising campaign. In the current crisis, communication through various digital tools is becoming the main focus for most modern organizations. This work is devoted to the development of recommendations for improving the digital strategy within the running club adidas Runners. To achieve this goal, the author examined the definition of digital marketing and the features of marketing communications in the Internet, analyzed the main tools of digital marketing, made a comparative analysis of the racing clubs in Moscow and developed recommendations for improving the digital strategy of the running club adidas Runners.

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