TEHNOLOŠKE INOVACIJE KAO MARKETING STRATEGIJA KOMPANIJE
TECHNOLOGICAL INNOVATIONS AS A MARKETING STRATEGY OF THE COMPANY

Summary/Abstract: It is considered that main functions at the company are marketing and innovation. Marketing and innovation make a profit, while everything else is a cost. Marketing as an activity is considered a mandatory sector in every company. In the modern age, which we can call the technological revolution, in which changes are happening every day, companies have to find a unique way to attract and retain customers. In order to survive in the market and achieve a competitive advantage, companies must have unique and different marketing strategies, combine them and constantly work on it. Digital marketing is a marketing revolution technique that practices social media instead of “word of mouth” in order to massively introduce a product to consumers. Although it is considered for luxury products and brands that marketing is unnecessary, luxury brand Gucci, which belongs to the luxury fashion industry, uses digital marketing on social networks, and thus showing that in addition to its traditional way of doing business, it is keeping pace with technology, the Internet and social networks.

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