MARKETING MANAGEMENT IN THE DIGITAL ENVIRONMENT

Abstract

The article is devoted to the study of marketing management in the digital environment and the analysis of modern approaches to the development and implementation of marketing strategies. In the conditions of the rapid development of information technologies and digital transformation of business processes, marketing is undergoing significant changes. The authors consider the main tools and methods of digital marketing. The study of the processes of evolution of the theory and practice of management and the evolutionary development of the marketing concept as a scientific theory and practice of entrepreneurial activity allowed to develop a periodization of marketing development by highlighting such a stage of marketing development as digital marketing. The most important trends of this stage of marketing development are the spread of new media, the popularity of mobile devices, the spread of creative technologies and the reduction of the cost of content production, in particular video, the improvement of analytical tools, the use of search to identify audience requests and preferences, the transition of production to the digital space thanks to new 3D printing technologies. Also, based on the results of the study of the patterns of evolution of marketing theory and practice, a forecast was formed that in the future digital marketing will undergo certain transformations and evolve into the eighth stage of marketing development - the stage of post-digital marketing, which in its essence will combine interaction marketing, socio-ethical and digital marketing. In fact, we are talking about cognitive marketing, neuromarketing, etc. as the basis of management activities. The study of scientific and methodological approaches to economic management based on marketing principles allowed us to conclude about the essence of marketing management, which has its own mechanism and should be carried out on the basis of an integrated approach. It was also established that such innovative approaches as neuromarketing and cognitive marketing are a significant addition to classical marketing. Authors also provide recommendations for developing successful digital marketing strategies and integrating them with traditional marketing methods.