Digital and Social media strategies implementation: Costa Coffee case.

      Аннотация: Over the last few years, the use of online social networks has increased exponentially, and some of these "virtual communities" are among the most visited sites on the Internet. With this boom in popularity has also come a rise in the need for marketing within these spaces, and very little academic literature exists on how to best utilize this newand budding arena for advertising ventures. Traditional business approaches to marketing are no longer adequate, as online environments have completely radicalized the advertising landscape. This book, therefore, provides a new metric of success for social network marketing, supplemental to the more traditional cost analysis that most marketing developers currently use. The aim of this book is to give an opinion on the appropriateness of use of internet and social media marketing by Costa Coffee in the emerging Russian market in Moscow; and to improve the competitiveness of Russian Costa Coffee by using an integrated approach to marketing.The analysis should help shed some light on this newand exciting advertising environment, and should be especially useful to professionals in Digital Marketing and Communications fields.

Ключевые слова: analysis, Coffee Market, digital marketing, marketing, Research, Russia, Social Media, online strategy, Russian market, digital strategy