The main aspects of current changes in marketing management
The modern business environment has been undergoing significant changes due to the rapid spread of information and communication technologies and the Internet. This requires a review of both the conceptual basis of activity and the practical tools of conducting economic activity. The marketing activ...
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| Format: | Article |
| Language: | English |
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Zhytomyr Polytechnic State University
2023-07-01
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| Series: | Економіка, управління та адміністрування |
| Subjects: | |
| Online Access: | http://ema.ztu.edu.ua/article/view/284963 |
| Summary: | The modern business environment has been undergoing significant changes due to the rapid spread of information and communication technologies and the Internet. This requires a review of both the conceptual basis of activity and the practical tools of conducting economic activity. The marketing activity of enterprises, which has undergone significant transformations in recent years, is no exception in this aspect. Therefore, defining the conceptual framework of modern marketing that takes into account the changes in both internal and external environments, the digital and physical world, etc. is relevant. This facilitates embracing existing opportunities and enhancing marketing management. The article consistently has examined changes in the external environment, its modern characteristics, the basics of the enterprise’s interaction with the external environment, digital marketing opportunities, and available opportunities of traditional marketing, which together have had a decisive influence on marketing activity. It has been defined, that the company’s interaction with the external environment is based on the concept of foreseeing, flexibility, intuitiveness, and critical thinking. This facilitates the implementation of strategic management based on the Foresight methodology and the organization of marketing activities based on Agile marketing. Creating a seamless customer experience has been regarded as the basis of present-time marketing activity. The implementation of such an experience is based on omnichannel marketing, which combines online and offline interaction, and traditional and digital marketing. Digital marketing creates opportunities through new tools for brand and product promotion and web analytics of marketing campaigns in the digital world. Their combination with the potential of existing theoretical and methodological approaches of marketing research and information systems of the enterprise has been defined as the conceptual basis of modern marketing management. |
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| ISSN: | 2664-245X 2664-2468 |