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Digitalization of the Marketing Strategy as SMEs' Sustainable Development Guarantee
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Author(s): Natia Surmanidze (The University of Georgia, Georgia), Keti Tskhadadze (The University of Georgia, Georgia), Khatuna Tabagari (Guram Tavartkiladze Tbilisi Teaching University, Georgia), Sopiko Tevdoradze (Guram Tavartkiladze Tbilisi Teaching University, Georgia)and Zurab Mushkudiani (Guram Tavartkiladze Tbilisi Teaching University, Georgia)
Copyright: 2023
Pages: 21
Source title:
Handbook of Research on Achieving Sustainable Development Goals With Sustainable Marketing
Source Author(s)/Editor(s): Iza Gigauri (The University of Georgia, Georgia), Maria Palazzo (Universitas Mercatorum, Italy)and Maria Antonella Ferri (Universitas Mercatorum, Italy)
DOI: 10.4018/978-1-6684-8681-8.ch011
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Abstract
The chapter reviews and analyzes in depth the role and importance of marketing digitalization strategies in small companies, using the example of Georgian handmade accessories (bag manufacturer), where the problematic aspects of access to finance are considered vital for developing countries' entrepreneurship. Qualitative research was conducted on 90 respondents, the results of which and the comparative analysis of desk research confirmed the hypothesis that digital marketing strategy is a significant factor for SMEs to reach sustainable development. Besides, if the strategy is long-term, the company gets a guarantee to grow its size and obtain high competitiveness. The research solved the most critical problem, how small companies can implement marketing activities cheaply and qualitatively, and effectively, forming a brand and a loyal customer.
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