Abstract
In the conditions of the emerging digital economy, it is necessary to form a more efficient and effective communication system between the enterprise and consumers. Companies that have not attached particular importance to the development of information and communication technologies and their use, it is becoming increasingly difficult to compete with industry leaders. These new modern processes in development allow us to speak about a fundamentally new stage in the development of society, far removed from the industrial stage of development. The purpose of the study is to identify the specifics of the development of marketing and management in the era of the digital economy. In the work were applied such methods of scientific knowledge, as a comparative analysis, generalization, systematization, historical and logical method. The article identifies the most significant trends in marketing and management and their implications for business entities.
Highlights
Companies that have not attached particular importance to the development of information and communication technologies and their use, it is becoming increasingly difficult to compete with industry leaders
The purpose of the study is to identify the specifics of the development of marketing and management in the era of the digital economy
Кастельс выделяет пять отличительных черт новой экономики1: – производительность зависит от достижения науки и техники, а также качества информации и менеджмента; – происходит смещение интересов производителей и потребителей от материального производства к информационной деятельности; – глубокая трансформация организации производственного процесса; глобализация экономики, появление мирового рынка и размывание национальных границ; – революционный характер технологических изменений, в основе которых – информационные технологии
Summary
MARKETING AND MANAGEMENT IN THE DIGITAL ECONOMY LANDSCAPE In the conditions of the emerging digital economy, it is necessary to form a more efficient and effective communication system between the enterprise and consumers. Companies that have not attached particular importance to the development of information and communication technologies and their use, it is becoming increasingly difficult to compete with industry leaders.
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