| Summary: | The digital revolution has changed and con-
tinues to fundamentally change every human activity,
whether we refer to economics, innovation, educa-
tion, health, or governance, having an evergrowing
pace. The Internet, mobile phones or other tools
that collect, store, and distribute digital information
rapidly spread around the world, both in eco-
nomically developed and developing countries, and
the online and mobile environments, thus, database
creation, data mining, automation, remote commu-
nications, and others are keywords for modern
technologies and resources. The digitization pro-
cesses significantly influence the business models in
their entirety, the marketing activity being no
exception. In this regard, the impact of digitisation
on the content of the modern marketing concept, the
benefits for companies and customers, and the
practical application of digitisation with reference to
the components of the marketing mix are of parti-
cular importance.
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