IMPLEMENTATION OF THE DIGITAL MARKETING IN THE SERVICE SECTOR
IMPLEMENTATION OF THE DIGITAL MARKETING IN THE SERVICE SECTOR

Author(s): Teodora Obretenova
Subject(s): Economy, Business Economy / Management
Published by: Икономически университет - Варна
Keywords: marketing; digital marketing; digital marketing tools; service sector
Summary/Abstract: With the beginning of the new millennium, the external environment of business organizations has undergone a dramatic change. With the development of information and communication technologies, the Internet has become a global marketplace and a major field for marketing. Not only the environment has been changed, but the user and his capabilities have also been changed. Information technology creates new users who can easily and quickly compare products and services, read comments, and share personal experiences. This article presents the essence of the digital marketing, its tools and implementation in the service sector. In the practical part of the article the restaurant industry is surveyed, with one main object selected - restaurant Hacienda in Sofia city and several of its competitors.

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