PECULIARITIES OF MANAGEMENT OF ENTERPRISE MARKETING IN DIGITAL ECONOMICS

Abstract

The article analyzes the components of the enterprise marketing complex. Features of development of modern digital economy are defined. The authors note that advanced foreign publications consider the role of marketing in the digital economy. The peculiarities of realization of the enterprise marketing complex in the conditions of the newest digital transformation of business are considered. Digital Economy has been found to be a type of computer-based economy where the marketplace and transaction platform are directly based on the Internet. The authors noted that today the digital economy is an integral part of the economy as a whole. Therefore, for any enterprise, one of the key factors of competitiveness, survival and development is the presence and realization of marketing tasks. One of the basic elements of modern marketing is the development of the so-called marketing mix (marketing mix), which is developed based on the results of the study of the target market (or markets). The study identified such major components (that is, relevant business models) of the digital economy, such as e-business infrastructure, e-business itself, e-commerce itself. It has been found that in recent times in Ukraine and the world there has been a transition from traditional forms of marketing and advertising (print, outdoor advertising, television, etc.) to more technological, digital, marketing efforts, but up to half the challenges of the digital economy are not ready to adapt. There has been a transformation of the concept of "7P" by expanding elements to "8P" primarily for businesses online business by enabling partners. Presented the scheme of the elements of a complex marketing approach with the “7R”. In practice there was a transition to the so-called digital economy, a rise in the number of enterprises, which is the sole constituent entities online business.

The authors note that these trends are the focus of attention of contemporary management theorists and practitioners, in particular, marketing, and are a direction for further research by the authors.