Abstract
The Digital Revolution had a significant impact on the sphere of circulation in general, and on trade in particular. The use of online marketing communication tools allows vendors to target their offers and select information or marketing messages based on the individual interests and behavior of consumers. Analyze the impact of digitalization on the marketing activities of trading companies. As a result, the author's approach to the digitalization of trading companies has been developed. This involves the construction and adaptation of the marketing structure in trading companies, which depends on the range of consumer values. The direction for further scientific research by the authors involves studying the impact of marketing tools on the digital processes of trading companies.
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