IT Company Marketing Strategy as a Factor of Corporate Sustainability

DOI

10.2991/aebmr.k.211118.076How to use a DOI?

Keywords

corporate sustainability; marketing strategy; IT-services market; positioning; segmentation; software development; competition; revenues

Abstract

The article deals with the problems of choosing a marketing strategy of companies operating in the IT services market to ensure their corporate sustainability. A study of the Russian IT services market is presented. It shows the importance of segmentation and positioning methods when choosing an effective marketing strategy of companies in the market of IT services. The authors identify the specifics of the marketing complex of companies providing IT services. The criteria for evaluating the effectiveness of the marketing strategy and the level of achieving corporate sustainability of the company in the IT services market are considered

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

Download article (PDF)

TY  - CONF
AU  - T. B. Minina
AU  - O.I. Popova
AU  - N. M. Gagarina
AU  - M. S. Agababayev
AU  - T. Zh. Solosichenko
PY  - 2021
DA  - 2021/11/29
TI  - IT Company Marketing Strategy as a Factor of Corporate Sustainability
BT  - Proceedings of the Second Conference on Sustainable Development: Industrial Future of Territories (IFT 2021)
PB  - Atlantis Press
SP  - 419
EP  - 424
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211118.076
DO  - 10.2991/aebmr.k.211118.076
ID  - Minina2021
ER  -