Open AccessMARKETING IN A DIGITAL TRANSFORMATION
Author(s) -
O.V. Zavyalova,
AUTHOR_ID
Publication year - 2021
Publication title -
èkonomičeskij vektor
Language(s) - English
Resource type - Journals
ISSN - 2411-7269
DOI - 10.36807/2411-7269-2021-4-27-61-64
Subject(s) - digital economy , digital transformation , digital marketing , transformation (genetics) , business , marketing , computer science , chemistry , world wide web , biochemistry , gene
61 УДК 338.24.01 O.V. Zavyalova MARKETING IN A DIGITAL TRANSFOR-MATION The article analyses the relationship be-tween the concepts of digitalization of the economy and digital transformation of the economy. The relationship and interdepend-ence of these definitions has been investi-gated. Analysis of the features of the digital transformation of the economy was carried out, its main advantages were highlighted. The place of marketing in the digital trans-formation of the economy has been investi-gated. Analysis of the main factors of the marketing environment in the conditions of digital transformation was carried out, factors of formation of fundamentally new environ-ment were highlighted. Changes in the con-cepts of marketing used in the modern economy have been investigated. New con-cepts of marketing in conditions of digital transformation of economy are proposed. Engagement marketing, personalized mar-keting, retrospective marketing. The ratio of new marketing concepts as a reaction to changes in the external environment and the economy as a whole was carried out.