| Title |
The adoption of digital marketing tendencies in coffee chain business |
| Translation of Title |
Skaitmeninių marketingo tendencijų kavos sektoriuje diegimas. |
| Authors |
Gumbelevičienė, Jurga |
| Full Text |
|
| Pages |
88 |
| Keywords [eng] |
digital ; marketing ; tendencies ; trends ; coffee |
| Abstract [eng] |
In this final master work the tendencies of digital marketing and impact of their implementation in U.S. coffee business is analyzed and evaluated. In the first part of work the digital marketing roots and main goals as well as essence of latest innovated solutions and information technologies are defined. Likewise the latest digital trends for business is described and analyzed in theoretical aspect of the investigation. The second part of work is appointed for comparative analysis of five largest coffee companies in U.S. experience, investigation of their digital marketing solutions implementation and the main objectives that is achieved. The conception of overall approach and tendencies to modern technologies of compared brands is submitted while it is also answered to the question of why marketing is transforming according customers’ needs and what is gained with integration of these digital novelties. Third part of work examine the customer’s determinants of choice, the approach of target audience to quality of services as well as analyze the type and most relevant aspects of digital tendencies and factors that influence choice of purchaser the most. At the end of the work the conclusions and the list of references are provided. |
| Dissertation Institution |
Mykolo Romerio universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2016 |
