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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Autores principales:	O. K. Lugovskaya, M. A. Simakina
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2019
Materias:	marketing strategies telecommunications transformation strategic focus competitive advantages consumer ecosystem Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/f7da2499790c4960b7d6bdc782cfb209
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id	oai:doaj.org-article:f7da2499790c4960b7d6bdc782cfb209
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spelling	oai:doaj.org-article:f7da2499790c4960b7d6bdc782cfb2092021-12-03T07:43:28ZTHE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY1816-42772686-841510.26425/1816-4277-2019-4-35-42https://doaj.org/article/f7da2499790c4960b7d6bdc782cfb2092019-05-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/1394https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The 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.O. K. LugovskayaM. A. SimakinaPublishing House of the State University of Managementarticlemarketing strategiestelecommunicationstransformationstrategic focuscompetitive advantagesconsumer ecosystemSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 4, Pp 35-42 (2019)
institution	DOAJ
collection	DOAJ
language	RU
topic	marketing strategies telecommunications transformation strategic focus competitive advantages consumer ecosystem Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	marketing strategies telecommunications transformation strategic focus competitive advantages consumer ecosystem Sociology (General) HM401-1281 Economics as a science HB71-74 O. K. Lugovskaya M. A. Simakina THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY
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
author	O. K. Lugovskaya M. A. Simakina
author_facet	O. K. Lugovskaya M. A. Simakina
author_sort	O. K. Lugovskaya
title	THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY
title_short	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_sort	transformation of the marketing strategy of the telecommunications company
publisher	Publishing House of the State University of Management
publishDate	2019
url	https://doaj.org/article/f7da2499790c4960b7d6bdc782cfb209
work_keys_str_mv	AT oklugovskaya thetransformationofthemarketingstrategyofthetelecommunicationscompany AT masimakina thetransformationofthemarketingstrategyofthetelecommunicationscompany AT oklugovskaya transformationofthemarketingstrategyofthetelecommunicationscompany AT masimakina transformationofthemarketingstrategyofthetelecommunicationscompany
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THE TRANSFORMATION OF THE MARKETING STRATEGY OF THE TELECOMMUNICATIONS COMPANY

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