Phenomena Systematization of Marketing Digitalization: Concept and Implementation
The article is devoted to the research and systematization of the current state and development of marketing digitalization phenomena. The methodological base includes system-wide methods of system analysis, categorization and classification, elements from theories of general marketing and informati...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
North-West institute of management of the Russian Presidential Academy of National Economy and Public Administration
2021-06-01
|
| Series: | Управленческое консультирование |
| Subjects: | |
| Online Access: | https://www.acjournal.ru/jour/article/view/1680 |
| Summary: | The article is devoted to the research and systematization of the current state and development of marketing digitalization phenomena. The methodological base includes system-wide methods of system analysis, categorization and classification, elements from theories of general marketing and information society. This work clarifies features of the term “digitalization”, formulates a general concept of systematizing marketing digitalization phenomena through the construction of multidimensional morphological box, and defines ontological models of marketing functionality and digital technologies in all main classification cross-sections of the multidimensional morphological box. It also proposes a variant of multidimen- sional morphological box, where structuring by components (analytical, creative-synthetic, communication and organizational-managerial) forms marketing dimension and where clas- sifications and ontologies of international and domestic analytical resources create its “digital” dimension. Based on this variant, current digital phenomena in marketing and related fields are systematized and passed transformation with different impact on separate components of the DIKW model is estimated. |
|---|---|
| ISSN: | 1726-1139 1816-8590 |