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Dr. Beatriz Rodriguez Herraez
Department of Business Economics, Rey Juan Carlos University, Paseo Artilleros s/n, 28032, Madrid, Spain

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Research Keywords & Expertise

0 Sustainable Business
0 Sustainable Tourism
0 Tourism, Digital Tourism
0 Sustainable Search Engines
0 Sustainable Business Management

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Editorial
Published: 30 January 2020 in Sustainability
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In recent years, digital marketing has transformed the way in which companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the Internet has given rise to new business models based on the bidirectionality of communication between companies and Internet users. Digital marketing, new business models, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies have started to see the digital ecosystem as not only their present, but also as their future. From this long-term perspective, companies are concerned about sustainability and the growth of their business models. There are new business models on the Internet that support social causes, new platforms aimed at supporting social and sustainable projects, and digital advertising campaigns promoting sustainability. The overarching aim of this Special Issue was to analyze the development of these new strategies as well as their influence on the sustainability of digital marketing strategies. Therefore, we aimed to analyze how companies adopt these new technologies in a digital environment that is increasingly concerned with the sustainability of business models and actions on the Internet.

ACS Style

Jose Ramon Saura; Pedro Palos-Sanchez; Beatriz Rodríguez Herráez. Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies. Sustainability 2020, 12, 1003 .

AMA Style

Jose Ramon Saura, Pedro Palos-Sanchez, Beatriz Rodríguez Herráez. Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies. Sustainability. 2020; 12 (3):1003.

Chicago/Turabian Style

Jose Ramon Saura; Pedro Palos-Sanchez; Beatriz Rodríguez Herráez. 2020. "Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies." Sustainability 12, no. 3: 1003.