Marketing and Digital Technologies最新文献

{"title":"Marketing as an economic science","authors":"M. Oklander","doi":"10.15276/MDT.4.4.2020.4","DOIUrl":"https://doi.org/10.15276/MDT.4.4.2020.4","url":null,"abstract":"The aim of the article. The purpose of the article is to form evidence that marketing is an economic science. The results of the analyses. Marketing is an economic science that studies the problem of sales in the capital cycle, ie the issue associated with the transformation of the commodity form of the value of capital into the monetary form of the value of capital. Marketing in terms of commodity production solves the problem of sales in the capital cycle. The reason for the emergence of marketing is the emergence of the buyer's market at the stage of mechanization of the industrial stage of commodity production. The subject of the study of marketing is the study of the problem of sales in the capital cycle. The essence of marketing is a support at the stage of sale of the continuity of the capital cycle. Marketing, like any economic sciense, is evolving, and the stages of evolution must be tied to the way goods are produced. Since the advent of classical marketing theory, the method of production has changed, so it is logical to assume that its periodization should change adequately. In the context of digitalization of the economy, the Internet and other digital channels are changing the forms and methods of marketing, the era of omnichannel marketing has come, the marketing of the XXI century. Conclusions and perspectives for further research. Marketing is the result of the development of four economic doctrines: mercantilism, classical and neoclassical political economy, marginalism, institutionalism. The genetic roots of marketing go back to the early stages of capitalism, and the evolution of marketing theory is intertwined with the evolution of economic theory. With the digitalization of the economy, the Internet and other digital channels are changing the forms and methods of marketing, the era of omnichannel marketing has come. Automation, targeting, personalization, video content, multimedia projects, online marketing research modernize marketing in form. But the mission of marketing remains the same as to solve the problem of sales in the capital cycle of enterprises. In the future it is necessary to study the evolution of the marketing paradigm taking into account the changes in technological systems during the XX-XXI centuries. Keywords: marketing, economics, mercantilism, political economy, marginalism, institutionalism, omnic marketing.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"29 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134136518","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digital Marketing Opportunities and Paradoxes of Communications","authors":"P. Pererva, Valerii Kobieliev, Iryna Dolyna","doi":"10.15276/MDT.4.4.2020.1","DOIUrl":"https://doi.org/10.15276/MDT.4.4.2020.1","url":null,"abstract":"he emergence of digital networks in human society, in marketing activities is a vital need of society to share information. Opportunities for digital marketing, digital technologies allow companies not only to meet the needs of their customers, but also to attract them to their business, while the customer receives income. The article highlights the main trends in the work of enterprises in the formation of customer experience: the consumer becomes an accomplice, co-creator of the business process; creation of cloud services opens new opportunities; the system of marketing communications allows to personalize offers to clients taking into account their interests and previous purchases. It is proved that digital transformations in marketing are characterized by some paradoxical manifestations. Among them: a large consumer base is not the basis for the right strategy; digital marketing does not reduce the time to buy; advertising not only promotes the product, but also harms it and tends to decorate the subject of advertising; anti-advertising can become advertising, etc. Keywords: digital transformations, marketing, advertising, paradox, trend, consumers, strategy, industrial enterprises","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128357898","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Black Friday Tool for Sales Promotion","authors":"I. Ivanova, Tatiana Tatiana, A. Rudenko, T. Zalozna","doi":"10.15276/MDT.4.4.2020.3","DOIUrl":"https://doi.org/10.15276/MDT.4.4.2020.3","url":null,"abstract":"The article summarizes scientific views and defines the term of sales promotion. Features of promotion and sales promotion in B2C (Business-to-Consumer) markets are revealed. The use of digital marketing tools in the process of stimulating the sales of goods through digital channels, in particular through online stores, as well as the use of search engine optimization (SEO) and SMM-marketing is substantiated. Marketing communications and sales promotion elements used by retailers when preparing for seasonal sales are considered. The activity of consumers to retailers in the period of the preparation for grand sales, tools used by retail trade to influence the consumer and improve the activity of sales of goods is studied. The authors summarize and analyze statistic data of such online platforms as Black-friday.global, Picodi, Google Trends. The factors influencing the opportunities of online shopping and retail during Black Friday are explored and outlined. The peculiarities of trading platforms functioning, which provide online shopping space for various retail enterprises and offer marketing communications of retailers to increase the efficiency of product promotion on the Internet, are highlighted. Keywords: product promotion, sales promotion, Black Friday, marketing communications, digital marketing, retail, marketplace.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114912943","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketing Prerequisites for Entering the Enterprise in the International Market of Information Technologies","authors":"P. Pererva, Yana Maksymenko, Kateryna Sokol","doi":"10.15276/mdt.4.3.2020.2","DOIUrl":"https://doi.org/10.15276/mdt.4.3.2020.2","url":null,"abstract":"It is substantiated that for a successful entry into the world market, an information enterprise needs to solve a number of important issues: to determine the desired and most attractive market segment that corresponds to the material capabilities of the enterprise; risks; choose the time to market; assess the scale of market entry; substantiate the way (form) of entering the international market. It is recommended to build a future strategy of the information enterprise in the international market using the concept of three horizons: the first horizon reflects the work of the enterprise to further improve the existing information product; the second horizon reflects the work of the enterprise to find new sources of profit; the third horizon reflects the capabilities of the enterprise, given the availability of the required amount of material and intellectual resources, access to international markets with a progressive information product developed on the basis of the blockchain. Key words: information technology, international market, marketing strategies, development horizons, risks","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"600 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116285181","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Artificial Intelligence in Mobile Marketing: Conditions, Obstacles and Prospects of Using","authors":"O. Yashkina, M. Chaikovska, V. Filatova","doi":"10.15276/mdt.4.2.2020.5","DOIUrl":"https://doi.org/10.15276/mdt.4.2.2020.5","url":null,"abstract":"The article considers the main problematic issues of application of artificial intelligence technologies in the practice of mobile marketing in Ukraine. The tendencies of development of the Internet environment in the world, growth of volumes of the accumulated information, trends of mobile traffic and their influence on digital transformations of marketing are analyzed. The advantages of mobile marketing as an effective channel of operative personalized interaction with consumers and a source of receiving statistical information on the results of marketing activities are revealed. Factors, preconditions and obstacles of practical application of modern digital analytics tools in mobile marketing are considered. A marketing study was conducted on consumer attitudes to the use of artificial intelligence technologies, the level of information about the benefits and risks of these technologies, understanding the categories of stakeholders for the development and implementation of artificial intelligence technologies in the practice of mobile marketing in Ukraine were done. The Ukrainian market of software products and services in the segment of artificial intelligence technologies is analyzed. Disparities between the level of technological development of society and the level of consumer confidence in their use are revealed. Stakeholders are invited to pay more attention to the analysis of informational and ethical issues of application of technological innovations in marketing by end users, increasing the transparency and controllability of this process.","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"22 44","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120925830","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Communication Resource of Amalgamated Territorial Communities (in the context of Facebook Pages of Rural Communities of the Carpathian Region)","authors":"A. Maksymenko, Iryna Kuropas","doi":"10.15276/mdt.3.3.2019.5","DOIUrl":"https://doi.org/10.15276/mdt.3.3.2019.5","url":null,"abstract":"","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115878085","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"DIGITAL MARKETING IN HOTELS","authors":"N. Serohina, N. Petryshchenko, B. Andrlic, Polytechnic in Pozega","doi":"10.15276/mdt.3.3.2019.4","DOIUrl":"https://doi.org/10.15276/mdt.3.3.2019.4","url":null,"abstract":"","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114586207","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Competitive Analysis of the Information Business Environment in Digital Marketing","authors":"I. Pidhurska, O. Lehkyy","doi":"10.15276/mdt.3.3.2019.3","DOIUrl":"https://doi.org/10.15276/mdt.3.3.2019.3","url":null,"abstract":"","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121306318","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Financial and economic aspects of the esports market functioning","authors":"Yevhenii Chayka, Oleksandr Zozul’ov","doi":"10.15276/mdt.3.3.2019.6","DOIUrl":"https://doi.org/10.15276/mdt.3.3.2019.6","url":null,"abstract":"","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"84 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122709077","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"MARKETING AS THE SOURCE OF ESTABLISHMENT OF PILLARS OF THE ENTERPRISE INTELLECTUAL CAPITAL","authors":"O. Litvinov, Tamara Nefedova","doi":"10.15276/mdt.3.3.2019.2","DOIUrl":"https://doi.org/10.15276/mdt.3.3.2019.2","url":null,"abstract":"MARKETING AS SOURCE OF ESTABLISHMENT OF PILLARS OF THE The article analyzes the development of ideas about the composition of intellectual capital and the place of marketing as its source. The key problem is determining the list of features by which the classification of intellectual capital components will be formed. On the basis of a critical analysis of the existing classifications of intellectual capital components, the author's classification was formed on the following grounds: by sources of formation; by subjects or carriers; by functional content; depending on the origin; depending on the degree of controllability; by scope; on the principle of belonging of elements; depending on the stage of the play cycle; depending on the dynamics of their wear and play; by way of storing information; in relation to the process of creating new objects; depending on the degree of identification","PeriodicalId":404906,"journal":{"name":"Marketing and Digital Technologies","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131229057","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}