THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY
The experience of building the marketing strategy by the Russian telecommunications company Tele2 has been considered. Based on the description of the varied stages of the company’s development, the strategic choices of various years has been substantiated. The central point has been focused on dete...
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| Format: | Article |
| Language: | English |
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Publishing House of the State University of Management
2019-05-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/1394 |
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| _version_ | 1832541865667198976 |
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| author | O. K. Lugovskaya M. A. Simakina |
| author_facet | O. K. Lugovskaya M. A. Simakina |
| author_sort | O. K. Lugovskaya |
| collection | DOAJ |
| description | The experience of building the marketing strategy by the Russian telecommunications company Tele2 has been considered. Based on the description of the varied stages of the company’s development, the strategic choices of various years has been substantiated. The central point has been focused on determining the position of Tele2 in the telecommunications services market. It has been compared the approach to building the marketing strategy in Tele2 and other market participants. The new step of the company in the creation of the marketing strategy related to solving the problem of saturation of the telecommunications market due to the use of the concept of «Lifestyle enabler» has been analyzed. |
| format | Article |
| id | doaj-art-f7da2499790c4960b7d6bdc782cfb209 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2019-05-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-f7da2499790c4960b7d6bdc782cfb2092025-02-04T08:27:59ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152019-05-0104354210.26425/1816-4277-2019-4-35-421337THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANYO. K. Lugovskaya0M. A. Simakina1State University of ManagementMoscow University for the HumanitiesThe experience of building the marketing strategy by the Russian telecommunications company Tele2 has been considered. Based on the description of the varied stages of the company’s development, the strategic choices of various years has been substantiated. The central point has been focused on determining the position of Tele2 in the telecommunications services market. It has been compared the approach to building the marketing strategy in Tele2 and other market participants. The new step of the company in the creation of the marketing strategy related to solving the problem of saturation of the telecommunications market due to the use of the concept of «Lifestyle enabler» has been analyzed.https://vestnik.guu.ru/jour/article/view/1394marketing strategiestelecommunicationstransformationstrategic focuscompetitive advantagesconsumer ecosystem |
| spellingShingle | O. K. Lugovskaya M. A. Simakina THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY Вестник университета marketing strategies telecommunications transformation strategic focus competitive advantages consumer ecosystem |
| title | THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY |
| title_full | THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY |
| title_fullStr | THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY |
| title_full_unstemmed | THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY |
| title_short | THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY |
| title_sort | transformation of the marketing strategy of the telecommunications company |
| topic | marketing strategies telecommunications transformation strategic focus competitive advantages consumer ecosystem |
| url | https://vestnik.guu.ru/jour/article/view/1394 |
| work_keys_str_mv | AT oklugovskaya thetransformationofthemarketingstrategyofthetelecommunicationscompany AT masimakina thetransformationofthemarketingstrategyofthetelecommunicationscompany AT oklugovskaya transformationofthemarketingstrategyofthetelecommunicationscompany AT masimakina transformationofthemarketingstrategyofthetelecommunicationscompany |