DIGITALIZATION OF MARKETING MANAGEMENT OF STRATEGIC DEVELOPMENT OF ENTERPRISES
Анотація
The article examines the essence of marketing management and strategic development of enterprises and proposes the author's definition of the category “marketing management of strategic development of the enterprise”. The role of innovations in the implementation of marketing management, which allow to increase its effectiveness, is noted. Among such innovations, the digitalization of the process of marketing management of strategic development of an enterprise is highlighted. The directions of digitalization of marketing management are identified in order to increase the efficiency of strategic activities of enterprises. Digital tools that can be applied in marketing management are indicated
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