Marketing models as a tool for shaping a coherent digital business space

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The aim of the article. The article explores marketing models as a strategic tool for shaping a coherent digital business space. In the context of rapid digital transformation, traditional marketing approaches lose effectiveness, while innovative models leveraging artificial intelligence, big data analytics, personalization, and omnichannel strategies gain increasing importance. The article aims to substantiate conceptual foundations for employing marketing models as instruments for creating coherent digital business spaces. The objectives include: analyzing the evolution of marketing models in the context of digital transformation; identifying their impact on the coherence of business environments; developing a conceptual model for integrating marketing models into the digital company’s business architecture. Analysis results. The research addresses the problem of fragmented digital marketing practices in contemporary companies, which often implement marketing tools without an integrated strategy, leading to lost competitive advantages and inefficiencies in management. The relevance of forming coherent and synchronized approaches to digitalization is emphasized not only by business practice but also by regulatory frameworks. Nuseir et al. emphasize personalization and AI to enhance customer experience, while Athaide et al. identify emerging technological directions such as AI, IoT, XR, and blockchain as determinants of innovative marketing models. Kannan and Li proposed a framework for digital marketing integrating technology across customer touchpoints. Ukrainian scholars, including Kuzmuk, Osipova, and Vyshniuk, demonstrate that digitalization transforms traditional business models into more customer-centric frameworks. Despite these advances, gaps remain in comprehensively understanding marketing models as integrators of coherent business spaces. The mechanisms through which digital-adapted marketing models enhance structural alignment and interact with other business functions (logistics, finance, production, human resources) remain insufficiently studied. Conclusions and directions for further research. The study concludes that marketing models serve as pivotal tools for fostering a coherent digital business space. Analysis confirms that the evolution from classical approaches to contemporary models oriented toward AI, hyper-personalization, and cognitive technologies enhances integration and alignment of business processes. The proposed conceptual model enables organizations to overcome fragmented digital marketing practices and adopt a systemic management approach. It provides a foundation for strategic coherence, customer-centricity, consistent communication, and improved business competitiveness. The practical value of the model lies in its use as an analytical instrument for diagnosing a company’s digital transformation state, evaluating the

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