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Digitalization of the enterprise’s marketing management process

Title: 


Digitalization of the enterprise’s marketing management process


Authors: 


Semenіuk, Svitlana


Affiliation: 


Ternopil Ivan Puluj National Technical University 56 Ruska str., 46001, Ternopil, Ukraine


Bibliographic description (International): 


Semenіuk, S. (2022) Digitalization of the enterprise’s marketing management process. Socio-Economic Problems and the State (electronic journal), Vol. 27, no. 2, pp. 35-44. URL: http://sepd.tntu.edu.ua/images/stories/pdf/2022/22ssbump.pdf


Issue: 


2(27)


Issue Date: 


Dec-2022


Submitted date: 


Oct-2022


Date of entry:

 

26-Dec-2022


Publisher: 


Ternopil Ivan Puluj National Technical University


Country (code): 


UA


Place of the edition/event:

 

Ternopil


ORCID Id: 


https://orcid.org/0000-0003-3061-4145


DOI:


UDC: 


https://doi.org/10.33108/sepd2022.nom2.035

 

338:658.5


JEL: 


М31


Keywords: 


digitalization
marketing management
process
strategies
marketing mix
tools
communications


Number of pages: 


10


Page range:

 

35-44


Start page: 


35


End page:

 

44


Abstract: 


The theoretical and methodological principles of digitization of the marketing management process are examined in the article, main stages of its use in the practical activities of business entities are suggested. It is noted that successful digitalization of the marketing management process can only be achieved if the right approach to the choice of digital technologies is taken at all stages of marketing management: analysis of market opportunities and threats; selection of target markets; strategy formation; development of marketing programs; implementation of coordinated marketing activities. Nowadays, managers are faced with the question of how to survive in new realities and threats, and what operational decisions regarding the future of business should be made in a short period of time. It is required the ability of business to adapt to new market conditions, respond to the transformation of consumer needs and find new points of contact, actively work with digital tools, and with their help to actively shape its strategy. The development of a digital strategy includes the following blocks: research, offer, traffic funnel, budgeting and analytics. These blocks are described and the tasks for the successful formation of a digital strategy are determined. It is noted that the specification of the digital strategy requires decision-making regarding such elements of the marketing complex as goods, price, distribution and promotion. Under digitization, each of the elements of the marketing complex undergoes transformation under the influence of the development of digital marketing tools and technologies. Processes of the enterprise’s marketing complex elements digitalization are considered.


Sponsorship: 


The authors received no direct funding for this research.


URI: 


http://elartu.tntu.edu.ua/handle/lib/39600


ISSN: 


2223-3822


Copyright owner: 


Socio-Economic Problems and the State


URL for reference material: 


http://sepd.tntu.edu.ua/images/stories/pdf/2022/22ssbump.pdf
https://ua.scallium.pro/what-is-digital
https://www.econa.org.ua/index.php/econa/article/view/1792
https://uk.uaateam.agency/blog/zv-dki-priyshli-koristuvach-vs-vidi-t/
https://hromadske.ua/posts/shcho-take-bitcoin
https://evergreens.com.ua/ua/articles/business-digitalization.html
http://www.economy.nayka.com.ua/pdf/10_2020/67.pdf
http://liber.onu.edu.ua/pdf/visn_econom_23_1(66).pdf
http://vestnik-econom.mgu.od.ua/journal/2020/45-2020/27.pdf
http://www.economy.nayka.com.ua/?op=1&z=10042.


References (International): 


1. Didzhytalizatsiia – sposib rozvytku biznesu [Digitalization is a way of business development]. Bloh kompanii Scallium. URL: https://ua.scallium.pro/what-is-digital (in Ukrainian)
2. Zhosan H. (2020) Stan rozvytku didzhytalizatsii v Ukraini [The state of digitalization development in Ukraine]. Ekonomichnyi analiz [Economic analysis]. Vol. 30, no 1, part 2, pp. 44-52. URL: https://www.econa.org.ua/index.php/econa/article/view/1792 (in Ukrainian). DOI: https://doi.org/10.35774/econa2020.01.02.044
3. Ivchenko N. Zvidky pryishly korystuvachi: vsi vydy trafiku u Google Analytics [Where users came from: All types of traffic in Google Analytics]. Bloh marketynhovoi ahentsii UAATEAM. URL: https://uk.uaateam.agency/blog/zv-dki-priyshli-koristuvach-vs-vidi-t/ (in Ukrainian)
4. Loiko Ye. (2021) Didzhytalizatsiia marketynhovoi komunikatyvnoi stratehii pidpryiemstva [Digitization of the company's marketing communication strategy]. Vcheni zapysky Universytetu «KROK». [Scientific notes of "KROC" University]. no 4(64), pp. 135-142 (in Ukrainian). DOI: https://doi.org/10.31732/2663-2209-2021-64-135-142
5. Oliinyk H. Yu. (2021) Tsyfrovizatsiia marketynhovoi systemy upravlinnia pidpryiemstvom [Digitization of the marketing system of enterprise management]. Investytsii: praktyka ta dosvid. [Investments: practice and experience]. no 4, pp. 29-35. (in Ukrainian). DOI: https://doi.org/10.32702/2306-6814.2021.4.29
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7. Poniattia didzhytalizatsii biznesu:sfery ta neobkhidnist [The concept of digitalization of business: spheres and necessity] Bloh kompanii Evergreen [Evergreen company blog]. URL: https://evergreens.com.ua/ua/articles/business-digitalization.html (in Ukrainian)
8. Savytska O. M., Salabai V. O. (2020) Osoblyvosti didzhytalizatsii biznesu kompanii v umovakh rozvytku industrii 4.0. [Features of digitalization of the company's business in the context of Industry 4.0 development] Efektyvna ekonomika [Efficient economy] no. 10. URL: http://www.economy.nayka.com.ua/pdf/10_2020/67.pdf (in Ukrainian)
9. Falovych V. A. (2018) Komunikaciji pidpryjemstv v interneti: trendy i naprjamy rozvytku [Communications of enterprises on the Internet: trends and directions of development] Visnyk ONU im. I.I.Mechnykova. [Bulletin of ONU named after II Mechnikov]. vol. 23. Part 1 (66). URL: http://liber.onu.edu.ua/pdf/visn_econom_23_1(66).pdf (in Ukrainian)
10. Yarosh-Dmytrenko L. O. (2020) Didzhytalizatsiia marketynhu v umovakh protydii poshyrenniu pandemii COVID-19. [Digitalization of marketing in the context of countering the spread of the COVID-19 pandemic]. Naukovyi visnyk Mizhnarodnoho humanitarnoho universytetu. [Scientific Bulletin of the International Humanitarian University.] no. 45. URL: http://vestnik-econom.mgu.od.ua/journal/2020/45-2020/27.pdf (in Ukrainian)
11. Yatsenko V. V. (2022) Didzhytalizatsiia – suchasnyi faktor rozvytku biznes-protsesiv. [Digitization is a modern factor in the development of business processes.]. Efektyvna ekonomika [Efficient economy]. no. 2. URL: http://www.economy.nayka.com.ua/?op=1&z=10042. (in Ukrainian)


Content type: 


Article


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Scientific Journal "Socio-Economic Problems and the State", Vol.27, No.2

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