DIGITAL COMPANY MANAGEMENT TOOLS: THEORY AND PRACTICE

Abstract

The relevance of the research lies in the fact that the modern economy is characterized by active information consumption, which requires the use of special devices of algorithm programs and techniques for collecting, processing, analyzing, distributing and storing numerous information. The paper examines the features of the use of digital tools in management at different levels of subordination of relations within the company. At the same time, some of them allow solving rather narrow specialized tasks, while others are used for a wider range of tasks from various fields based on a general or standard approach. The purpose of the work is to fill the gap associated with the study of the use of digital tools in the management of the marketing department of the company, studying the impact of advertising on the behavior of consumers of the industrial market. Based on the presented goal, the structure of the work includes a literature review, methods, results and discussion, conclusion. The work used logical and regression research methods, which made it possible to identify key factors and advertising incentives that affect consumer behavior in the industrial market. The authors carried out a study by the method of experiment within the framework of applied research work. The research part included the analysis of scientific and methodological works in the field of the use of digital management tools, including neuromarketing, preparation of a research program, development and "piloting" of the test material, the field stage of the study (organization and conduct of in-depth interviews and experiments using special equipment - stationary eye- tracker among managers), data processing using specialized software.