<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Since the marketing activity of the enterprise is directly related to the management system and the development of timely solutions to increase competitiveness in current conditions of social development, there is a need to analyze the tools for ensuring the enterprises’ development using modern digital technologies, which determines the relevance of the research direction. The purpose of the study is to substantiate the principles of digital marketing as a tool for the enterprises’ development in the conditions of the global competition. The methodological basis of the research is a systematic approach, which makes it possible to consider digital marketing taking into account the relationships and influences of the external and internal environment, as a set of measures aimed at achieving the set goals of the enterprise’ development in conditions of the global competition through the influence of digital marketing subjects on the object. The outlined methodology of the system approach made it possible to single out the principles and functional features of digital marketing, to group modern digital marketing tools and indicators of the effectiveness of their use. The authors proposed a recurrent relationship, which represents a functional-informational scheme for the implementation of the digital marketing system as a tool for the enterprises’ development in the conditions of the global competition.</p>
</abstract>

Since the marketing activity of the enterprise is directly related to the management system and the development of timely solutions to increase competitiveness in current conditions of social development, there is a need to analyze the tools for ensuring the enterprises’ development using modern digital technologies, which determines the relevance of the research direction. The purpose of the study is to substantiate the principles of digital marketing as a tool for the enterprises’ development in the conditions of the global competition. The methodological basis of the research is a systematic approach, which makes it possible to consider digital marketing taking into account the relationships and influences of the external and internal environment, as a set of measures aimed at achieving the set goals of the enterprise’ development in conditions of the global competition through the influence of digital marketing subjects on the object. The outlined methodology of the system approach made it possible to single out the principles and functional features of digital marketing, to group modern digital marketing tools and indicators of the effectiveness of their use. The authors proposed a recurrent relationship, which represents a functional-informational scheme for the implementation of the digital marketing system as a tool for the enterprises’ development in the conditions of the global competition.

Digital Marketing as a Tool for the Enterprises’ Development in the Conditions of the Global Competition

Management Theory and Studies for Rural Business and Infrastructure Development

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Since the marketing activity of the enterprise is directly related to the management system and the development of timely solutions to increase competitiveness...

Digital Marketing as a Tool for the Enterprises’ Development in the Conditions of the Global Competition

Article Category: Article

Data publikacji: 13 sty 2024

Zakres stron: 250 - 257

Otrzymano: 05 lip 2023

Przyjęty: 25 lip 2023

DOI: https://doi.org/10.15544/mts.2023.25

Słowa kluczowe
digital marketing, management, enterprise, global competition, competitiveness, digitalization

© 2023 Sergii Solntsev et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Digital Marketing as a Tool for the Enterprises’ Development in the Conditions of the Global Competition

Article Category: Article

Data publikacji: 13 sty 2024

Zakres stron: 250 - 257

Otrzymano: 05 lip 2023

Przyjęty: 25 lip 2023

DOI: https://doi.org/10.15544/mts.2023.25

Słowa kluczowedigital marketing, management, enterprise, global competition, competitiveness, digitalization

© 2023 Sergii Solntsev et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Słowa kluczowe
digital marketing, management, enterprise, global competition, competitiveness, digitalization