The Role of Digital Marketing in Promoting Ansoff Matrix Strategies: A Survey Study in Al-Alamiah Store in Mosul City

• Post by: Muthanna mjdes
• October 26, 2022
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Munther Khuder Yaqoob ^*a      &     Harbiyah Abdo Omer ^b

University of Al Mosul / College of Administration and Economics, Administrative Technical College/ ninawaa.

Abstract                                

The topic of digital marketing is one of the contemporary topics. At the present time, a group of new and vital technologies have emerged that would contribute to the marketing of products, especially the marketing of goods in general, and the soft commodities in particular, as it has developed very much in the last two decades, especially in light of crises including the Covid-19 pandemic crisis. The current research aims to demonstrate the role of digital marketing in its dimensions in promoting strategies based on the Ansoff matrix, on the assumption that digital marketing contributes to strengthening them, and the strategies adopted on the Ansoff matrix are also affected by digital marketing. Al-Alamiah store was selected in the city of Mosul, and a sample was taken from its (50) working employees.  The research reached a set of conclusions, the most important of which were: The searched store’s interest in digital marketing, and the work to activate its activities across websites and electronic pages, in order to excel in promoting its strategies. The research also reached a set of recommendations, the most important of which were: Applying strategies based on the Ansoff matrix, being strategies that many international stores operate in.

DOI:10.52113/6/2021-11-3/244-258