МАРКЕТИНГОВА ІНФОРМАЦІЙНА СИСТЕМА В УМОВАХ СУЧАСНИХ ЕКОСИСТЕМ СПОЖИВАННЯ

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The article draws attention to the global nature of the pandemic, accelerating digitalization at an unprecedented rate, with online platforms playing an indispensable role in helping citizens transition to the new life realities in the pandemic and enabling them to lead their normal daily lives despite periodic blockages. In the next decade, a technological solutions wave will affect and transform almost every area of our lives. Technology can both solve existing problems and exacerbate them, as well as create new ones. It is important to shape a fair and responsible future in which we want to live and exist, because technology can scale both solutions and problems. Marketing is an intermediate link in the information path between the enterprise and the consumer. If marketing with the help of appropriate methods and tools correctly interprets the features that characterize market processes, the market will receive consumer-oriented products. The article gives the author's definition of this term, as well as the trends in the such systems development and their ability to adapt to ever-changing conditions. It is determined that for the normal system existence it is necessary to implement an adaptive marketing information system that will resolve issues between the main system components: consumers, business structures and the state. We can assume that the modern consumption ecosystem is an information and communication environment consisting of information and technical (artificially created by man - the world of technology, etc.) and information and psychological (the world of wildlife, which includes man himself) systems. In this case, as a supply system or service system can be considered just a marketing information system that helps the whole system to achieve a social goal, and in the case of modern ecosystems to ensure the normal functioning of all elements of the system. It is concluded that it is necessary to implement an adaptive marketing information system for the normal system existence that will resolve issues between the main system components: consumers, business structures and the state. It is proved that such an information system will become the main core of a digital organization, and will be able to cover the providing solutions technology for staff, as well as managing the partner digital ecosystem and new models of administrative processes that it implements. The main functions of such a system include: the use of ready-made solutions that simplify the applications development and deployment; platform economy challenges and risks and the reaction of regulators.