Explication of the role of digital technologies in marketing management of a modern company

Abstract

This study considers the use of digitalization technologies in the management of marketing of a commercial company. As a result, the problem of bringing empirical knowledge about the importance of digitalization technologies in the company's marketing management to a theoretical model has been solved. Digitalization technologies for implementation in marketing activities were selected and the decomposition of marketing management in a commercial company was performed. On this basis, a theoretical model for assessing the impact of digitalization technologies on the marketing management of a commercial company has been developed. The results of an empirical study based on the developed theoretical model proved the truth of the hypothesis about the positive impact of the spread of the use of digitalization technologies on the marketing management components of commercial companies. The choice of specific digitalization technologies is explained by the essence of marketing as a management activity. Structural decomposition of the marketing management process is explained by traditional management functions and clarifies the criteria for choosing technologies. The results of calculations according to the formed theoretical model are explained by the development of the platform economy and ecosystems, which involve the studied big data technologies, cloud computing and social media, as well as blockchain. The methodical approach to substantiating the role of digitalization technologies proposed in this study is characterized by the use of fundamental provisions on cybernetic systems, management theory, and modern marketing concepts. The obtained results make it possible to find out the presence and direction of the effects of the spread of the use of digitalization technologies in the company's marketing management and make informed decisions about the business digitalization strategy