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Tendencies in the Development of Enterprise Marketing Instrumentarium in the Context of Digitalization
Shpak N. O., Hrabovych I. V.

Shpak, Nestor O., and Hrabovych, Ihor V. (2021) “Tendencies in the Development of Enterprise Marketing Instrumentarium in the Context of Digitalization.” Business Inform 9:259–265.
https://doi.org/10.32983/2222-4459-2021-9-259-265

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:339.138

Abstract:
Modern trends in the development of enterprises are formed under the influence of such factors as activation of globalization processes, growth of consumer requirements, unpredictability of the external environment, transformation of the world market conditions under the influence of the COVID-19 pandemic, strengthening of digitalization and intellectualization processes, development of artificial intelligence, etc. In the context of the formation of Industry 4.0, in order to maintain or strengthen competitive advantages, any enterprise must function taking into account the modern achievements of science and technology, especially in terms of the implementation of digitalization processes in its activities. When implementing digitalization processes, each element of the enterprise’s marketing complex undergoes transformations taking into account the development of digital marketing instruments and technologies. The article researches and analyzes the peculiarities of digitalization of the four main elements of the enterprise marketing complex (product policy, pricing policy, product distribution policy, and promotion policy). The following major trends that influence the formation of the product policy of companies in the context of the implementation of digitalization processes are highlighted and considered: the growing popularity of the digital currency and blockchain technology; digital transformation of banking operations; expansion of the information technology market; development of the network-based production. The advantages of automation and digitalization of the pricing process to accelerate product sales are displayed. It is emphasized that the spread of the COVID-19 pandemic has caused the greatest impetus to intensify the implementation of digitalization processes when choosing a product distribution system by the enterprise. In the communication policy, enterprises prefer to organize online marketing activities. The results of the research presented in the article can be useful for enterprises when choosing the most appropriate digital marketing instruments and technologies for each of the four components of the marketing complex, as well as improve future marketing campaigns in accordance with trends in the development of digitalization processes.

Keywords: marketing complex, product policy, pricing policy, product distribution policy, promotion policy, digital marketing, digitalization, digital instruments, digital technologies.

Bibl.: 17.

Shpak Nestor O. – Doctor of Sciences (Economics), Professor, Professor, Department of Management and International Business, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]
Hrabovych Ihor V. – Postgraduate Student, Department of Management and International Entrepreneurship, Lviv Polytechnic National University (12 Stepana Bandery Str., Lvіv, 79013, Ukraine)
Email: [email protected]

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