Modern Marketing Tools and Internet Technologies in Ukrainian Business in the Formation of Marketing Strategies

Abstract

Research of modern marketing strategies used by business in the Ukrainian market of goods and services, in the context of the process of digitalization is a topical issue. The article reveals and summarizes the components of successful marketing strategies and tools of modern marketing in Ukraine, which should be used by business in a changing environment and existing risks, taking into account the concept of social responsibility. A high-quality research method was applied on social Internet networks, an in-depth interview was conducted, including a survey of 30 key informants - representatives of small and medium enterprises. Key words: marketing strategy, marketing tools, Internet technologies, business entities, Internet marketing, marketing trends