Managing the Integrated Value of an Enterprise through Digital Marketing Tools
The article studies the essence of management of the enterprise’s integrated value, taking into account the peculiarities of using digital marketing tools, based on the basics of building a strategy for enterprise development. The structure of the enterprise’s integrated value by certain stages is f...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Research Centre of Industrial Problems of Development of NAS of Ukraine
2023-03-01
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| Series: | Bìznes Inform |
| Subjects: | |
| Online Access: | https://www.business-inform.net/export_pdf/business-inform-2023-3_0-pages-211_220.pdf |
| _version_ | 1827890784796409856 |
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| author | Arefieva Olena V. Arefiev Serhii O. |
| author_facet | Arefieva Olena V. Arefiev Serhii O. |
| author_sort | Arefieva Olena V. |
| collection | DOAJ |
| description | The article studies the essence of management of the enterprise’s integrated value, taking into account the peculiarities of using digital marketing tools, based on the basics of building a strategy for enterprise development. The structure of the enterprise’s integrated value by certain stages is formed, the basic principles and components are allocated. The features of the modern use of digital marketing in the context of artificial intelligence development are considered. The authors define and substantiate their own vision of the concept of integrated value of an enterprise through a strategic approach to business management, based on determining and optimizing the cost of all elements of business processes, according to which, when producing goods or providing services, an enterprise should take into account all costs associated with this process, including the cost of materials, labor force, energy, equipment and other resources. It is noted that the main advantages of digital marketing are that it allows reaching a larger audience using Internet technologies and provides an opportunity for effective interaction with potential and existing customers. It is proved that increasing the value of an enterprise is possible on the basis of expanding the trajectory of development and business renewal on the basis of an innovative model. Analytical tools for digital marketing that help to collect and analyze data on user behavior are allocated, including: SEO tools, content marketing tools, e-commerce tools, e-advertising tools. The functional structure of the mechanism for managing the integrated value of an enterprise with the use of digital marketing is developed and proposed for application, which includes functional strategies, market development strategies, meaningful steps of managing the integrated value of an enterprise, and digital marketing tools. |
| first_indexed | 2024-03-12T21:15:34Z |
| format | Article |
| id | doaj.art-15e75347ac574fd5a7cde2cec5a19236 |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-03-12T21:15:34Z |
| publishDate | 2023-03-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-15e75347ac574fd5a7cde2cec5a192362023-07-29T11:24:54ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2023-03-01354221122010.32983/2222-4459-2023-3-211-220Managing the Integrated Value of an Enterprise through Digital Marketing ToolsArefieva Olena V.0https://orcid.org/0000-0001-5157-9970Arefiev Serhii O.1https://orcid.org/0000-0003-2184-458XNational Aviation UniversityNational Aviation UniversityThe article studies the essence of management of the enterprise’s integrated value, taking into account the peculiarities of using digital marketing tools, based on the basics of building a strategy for enterprise development. The structure of the enterprise’s integrated value by certain stages is formed, the basic principles and components are allocated. The features of the modern use of digital marketing in the context of artificial intelligence development are considered. The authors define and substantiate their own vision of the concept of integrated value of an enterprise through a strategic approach to business management, based on determining and optimizing the cost of all elements of business processes, according to which, when producing goods or providing services, an enterprise should take into account all costs associated with this process, including the cost of materials, labor force, energy, equipment and other resources. It is noted that the main advantages of digital marketing are that it allows reaching a larger audience using Internet technologies and provides an opportunity for effective interaction with potential and existing customers. It is proved that increasing the value of an enterprise is possible on the basis of expanding the trajectory of development and business renewal on the basis of an innovative model. Analytical tools for digital marketing that help to collect and analyze data on user behavior are allocated, including: SEO tools, content marketing tools, e-commerce tools, e-advertising tools. The functional structure of the mechanism for managing the integrated value of an enterprise with the use of digital marketing is developed and proposed for application, which includes functional strategies, market development strategies, meaningful steps of managing the integrated value of an enterprise, and digital marketing tools.https://www.business-inform.net/export_pdf/business-inform-2023-3_0-pages-211_220.pdfintegrated valuedigital marketingmarketing strategyprofitcompetitivenessmarketing channelsanalytical tools |
| spellingShingle | Arefieva Olena V. Arefiev Serhii O. Managing the Integrated Value of an Enterprise through Digital Marketing Tools Bìznes Inform integrated value digital marketing marketing strategy profit competitiveness marketing channels analytical tools |
| title | Managing the Integrated Value of an Enterprise through Digital Marketing Tools |
| title_full | Managing the Integrated Value of an Enterprise through Digital Marketing Tools |
| title_fullStr | Managing the Integrated Value of an Enterprise through Digital Marketing Tools |
| title_full_unstemmed | Managing the Integrated Value of an Enterprise through Digital Marketing Tools |
| title_short | Managing the Integrated Value of an Enterprise through Digital Marketing Tools |
| title_sort | managing the integrated value of an enterprise through digital marketing tools |
| topic | integrated value digital marketing marketing strategy profit competitiveness marketing channels analytical tools |
| url | https://www.business-inform.net/export_pdf/business-inform-2023-3_0-pages-211_220.pdf |
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