УКР ENG

Search:


Email:  
Password:  

 REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

 FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

 PUBLISHER

Liburkina L. M.

 SITE SECTIONS

Main page

Editorial staff

Editorial policy

Annotated catalogue (2011)

Annotated catalogue (2012)

Annotated catalogue (2013)

Annotated catalogue (2014)

Annotated catalogue (2015)

Annotated catalogue (2016)

Annotated catalogue (2017)

Annotated catalogue (2018)

Annotated catalogue (2019)

Annotated catalogue (2020)

Annotated catalogue (2021)

Annotated catalogue (2022)

Annotated catalogue (2023)

Thematic sections of the journal

Proceedings of scientific conferences


Marketing Transformations in a Digital Economy: Imperatives and Obstacles
Kolomiyets G. M., Melentsova O. V., Shtuchny V. G., Suschenko N. B.

Kolomiyets, Ganna M. et al. (2019) “Marketing Transformations in a Digital Economy: Imperatives and Obstacles.” Business Inform 9:362–369.
https://doi.org/10.32983/2222-4459-2019-9-362-369

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 6

Download article (pdf) -

UDC 338.28

Abstract:
The digital economy is characterized by a fundamental improvement in business processes, the emergence of new business models, due to a significant change in the behavior of economic entities. Efficient transformation of marketing as a demand management activity requires not only awareness of new trends in market changes, but also taking into account the speed of transformation in different target segments. The key in marketing transformations is the principle of derivative changes, the implementation of the latest technologies, depending on the development and application of innovations by clients, the awareness of the gradualness in expanding the transformation framework. The speed of technological change sets the pace for analysis of the digital technologies’ influence on economic processes. Global trends in the digital economy are also evident in Ukraine, but the pace of change is different. Unlike popular views, active use of the Internet, social networks, mobile devices not only reaches young audiences, but also older consumers. The Internet is increasingly becoming the main channel of business communications. A proper build-up of communication plus the possibility of constant communication with the consumer will attract the expected attention of the friendly consumer to the business. In the face of dynamic changes in the way of technology, there are limitations of the subjective order in the transformation of digital technologies into an efficient marketing tool. The consumer choice information base, which includes not only information about a product or service, but already existing consumer experience, increases significantly, and the consumer’s decision-making costs increase. The IT services industry has emerged and is gaining ground for marketing, to optimize business and customer costs, but marketers and IT professionals have different perceptions of how to prioritize it. These trends determine the imperatives and obstacles to marketing transformation in the digital economy.

Keywords: digital economy, marketing transformation, IT, Internet communications, mobile devices.

Fig.: 10. Bibl.: 22.

Kolomiyets Ganna M. – Doctor of Sciences (Economics), Professor, Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Melentsova Olga V. – Candidate of Sciences (Economics), Associate Professor, Department of Economic Theory and Economic Methods of Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Shtuchny Volodimir G. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Management, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Suschenko Nikita B. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)

List of references in article

Shvab, K. Chetvertaya promyshlennaya revolyutsiya [The fourth industrial revolution. ]. Moscow: Eksmo, 2016.
“World Development Report 2016: Digital Dividends“. https://www.worldbank.org/en/publication/wdr2016
Baller, S. et al. “The Global Information Technology Report 2016. Innovating in the Digital Economy“. http://www3.weforum.org/docs/GITR2016/WEF_GITR_Full_Report.pdf
“International Digital Economy and Society Index 2018“. https://ec.europa.eu/digital-single-market/en/news/international-digital-economy-and-society-index-2018
“Shaping the Future of Digital Economy and New Value Creation“. https://www.weforum.org/system-initiatives/shaping-the-future-of-digital-economy-and-society
[Legal Act of Ukraine] (2018). https://zakon.rada.gov.ua/laws/show/67-2018-p
“Internet World stats. Usage and population statistics. 2019“. https://www.internetworldstats.com/stats.htm
“Digital 2019: Ukraine“. https://datareportal.com/reports/digital-2019-ukraine
“Desktop vs Mobile vs Tablet Market Share Worldwide“. Statcounter. GlobalStats. 2019. http://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/worldwid%20e/2019
“Desktop vs Mobile vs Tablet Market Share Europe“. Statcounter. GlobalStats. 2019. http://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/europe/2019
“Desktop vs Mobile vs Tablet Market Share Ukraine“. Statcounter. GlobalStats. 2019. http://gs.statcounter.com/platform-market-share/desktop-mobile-tablet/ukraine/2019
“Posts tagged Europe. 2019“. https://datareportal.com/reports/?tag=Europe
Eurostat. 2019. http://ec.europa.eu/eurostat/data/database
“Social Media Stats Europe“. Statcounter. GlobalStats. 2019. http://gs.statcounter.com/social-media-stats/all/europe
Haidai, D. et al. “Ukrainske pokolinnia Z: tsinnosti ta oriientyry“ [Ukrainian Generation Z: Values and Landmarks]. Tsentr «Nova Yevropa». http://neweurope.org.ua/analytics/ukrayinske-pokolinnya-z-tsinnosti-ta-oriyentyry/
“Social Media Stats Ukraine“. Statcounter. GlobalStats. 2019. http://gs.statcounter.com/social-media-stats/all/ukraine
Global Digital Report 2018. https://digitalreport.wearesocial.com/
“New findings: The state of online retail performance. Spring 2017“. https://blogs.akamai.com/2017/04/new-findings-the-state-of-online-retail-performance-spring-2017.html
“Vykorystannia smartfoniv dlia internet-pokupok v Ukraini. Kyiv. 06.08.2018“ [Use of smartphones for online shopping in Ukraine. Kyiv. 06.08.2018]. https://www.gfk.com/uk-ua/rishennja/news/vikoristannja-smartfoniv-dlja-internet-pokupok-v-ukrajini/
Martech: Analytics & Data. 2019. https://martechtoday.com/library/channel/martech-analytics
“Introduction to Customer Data Platforms“. Arm treasure data. 2019. https://www.treasuredata.com/resources/intro-to-customer-data-platforms/
Warren-Payne, A. “Bridging the gap between marketing and IT“. 2019. https://www.clickz.com/bridging-the-gap-between-marketing-and-it/109634/

 FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

 INFORMATION

The Plan of Scientific Conferences


 OUR PARTNERS


Journal «The Problems of Economy»

  © Business Inform, 1992 - 2024 The site and its metadata are licensed under CC BY-SA. Write to webmaster