Digital transformation and its impact on internationational marketing strategy of multinational companies
Keywords:
digital transformation, marketing strategy, multinational company, digitalization, marketing, internationalAbstract
Nowadays digital transformation is becoming a vital topic in business world. Not only it affects business environment in general, but also business and marketing strategies that multinational companies use need to be adjusted in order to meet customer requirements, needs and desires. Article examines how digital transformation and more specifically use of online marketing tools can affect marketing strategy of multinational companies. Based on content analysis of the sample of selected companies, it is possible to evaluate the significant impact of digital transformation on the development of marketing strategies and the move to effective online communication, which empowers companies to strengthen the brand and increase revenues.
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