Digitalization of the Marketing Activities of Enterprises: Case Study
The pace and scale of the digitalization of today’s global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact o...
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| Format: | Article |
| Language: | English |
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MDPI AG
2020-02-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/11/2/109 |
| _version_ | 1819266031036661760 |
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| author | Nestor Shpak Oleh Kuzmin Zoriana Dvulit Tetiana Onysenko Włodzimierz Sroka |
| author_facet | Nestor Shpak Oleh Kuzmin Zoriana Dvulit Tetiana Onysenko Włodzimierz Sroka |
| author_sort | Nestor Shpak |
| collection | DOAJ |
| description | The pace and scale of the digitalization of today’s global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed “tree of goals,” the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC “Ukrzaliznytsia”) was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed. |
| first_indexed | 2024-12-23T20:54:48Z |
| format | Article |
| id | doaj.art-306b93135c894638a02887a5ea7cd513 |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-12-23T20:54:48Z |
| publishDate | 2020-02-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-306b93135c894638a02887a5ea7cd5132022-12-21T17:31:33ZengMDPI AGInformation2078-24892020-02-0111210910.3390/info11020109info11020109Digitalization of the Marketing Activities of Enterprises: Case StudyNestor Shpak0Oleh Kuzmin1Zoriana Dvulit2Tetiana Onysenko3Włodzimierz Sroka4Department of Management and International Business, Lviv Polytechnic National University, Lviv 79013, UkraineDepartment of Management and International Business, Lviv Polytechnic National University, Lviv 79013, UkraineDepartment of Foreign Trade and Customs, Lviv Polytechnic National University, Lviv 79013, UkraineDepartment of Enterprise Economics, Taras Shevchenko National University of Kyiv, Kyiv 01033, Ukraine: <email>onysenko.t@gmail.com</email>Management Department, WSB University, 41-300 Dąbrowa Górnicza, PolandThe pace and scale of the digitalization of today’s global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed “tree of goals,” the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC “Ukrzaliznytsia”) was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed.https://www.mdpi.com/2078-2489/11/2/109digitalizationmarketing activitymanagementelectronic ticketsjoint-stock company “ukrzaliznytsia”electronic distribution channelssales activity |
| spellingShingle | Nestor Shpak Oleh Kuzmin Zoriana Dvulit Tetiana Onysenko Włodzimierz Sroka Digitalization of the Marketing Activities of Enterprises: Case Study Information digitalization marketing activity management electronic tickets joint-stock company “ukrzaliznytsia” electronic distribution channels sales activity |
| title | Digitalization of the Marketing Activities of Enterprises: Case Study |
| title_full | Digitalization of the Marketing Activities of Enterprises: Case Study |
| title_fullStr | Digitalization of the Marketing Activities of Enterprises: Case Study |
| title_full_unstemmed | Digitalization of the Marketing Activities of Enterprises: Case Study |
| title_short | Digitalization of the Marketing Activities of Enterprises: Case Study |
| title_sort | digitalization of the marketing activities of enterprises case study |
| topic | digitalization marketing activity management electronic tickets joint-stock company “ukrzaliznytsia” electronic distribution channels sales activity |
| url | https://www.mdpi.com/2078-2489/11/2/109 |
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