Open AccessTransformation of entrepreneurial structures management based on application of integrated marketing approach
Author(s) -
С. В. Новиков,
Magda Julissa Rojas-Bahamón
Publication year - 2021
Publication title -
laplage em revista
Language(s) - English
Resource type - Journals
ISSN - 2446-6220
DOI - 10.24115/s2446-6220202173d1733p.412-422
Subject(s) - process (computing) , transformation (genetics) , field (mathematics) , digital transformation , marketing , subject (documents) , business , marketing management , computer science , knowledge management , process management , mathematics , biochemistry , chemistry , world wide web , library science , pure mathematics , gene , operating system
The analysis of various studies and scientific publications of Russian and foreign experts in the field of application of the marketing approach for organizing the process of managing the transformation of entrepreneurial structures, showing that there is already a fairly solid fundamental scientific basis, but the issues of the applied and methodological nature of this process have not been sufficiently worked out, which determined the choice of the topic of this research. The subject of it is the analysis of social, economic, organizational and managerial relations that arise in the process of using the marketing approach to organize the process of transformation of entrepreneurial structures. The structural and logical algorithm for the implementation of the marketing mechanism for managing the transformation of entrepreneurial structures is presented. The authors have developed an approach based on digital technologies to use the marketing approach to manage the transformation of entrepreneurial structures.