DIGITAL BUSINESS COMMUNICATIONS: STRATEGIC MARKETING OF MODERN ENTERPRISES

Authors

  • Volodymyr Lagodiienko Odesa National University of Technology
  • Lesia Donets Odesa National University of Technology
  • Svitlana Pambuk Odesa National University of Technology
  • Maryna Braiko Odesa National University of Technology
  • Olga Golodoniuk Odesa National University of Technology
  • Olena Dolynska Odesa National University of Technology

DOI:

https://doi.org/10.15544/mts.2025.04

Abstract

Within the article, main theoretical provisions of development of domestic marketing strategy in the context of introduction of business communication technologies are studied. The state of digital technologies use in activities of enterprises is considered and global endogenous factors of their spread are substantiated. Main trending technologies of marketing activities based on digitalization have been determined. Relevance of using the network structure of business communication management within digital technologies spread is substantiated. It is proposed to consider the marketing strategy as a complex system of elements that contributes to transformation of marketing activity into a new plane based on implementation of digital tools of communication interaction. Using the strategic map as a marketing tool is proposed, the result of which is obtaining analytical information on effectiveness of digital communications in terms of the main components of the enterprise's functioning.

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Published

2025-03-28

How to Cite

Lagodiienko, V., Donets, L., Pambuk, S., Braiko, M., Golodoniuk, O., & Dolynska, O. (2025). DIGITAL BUSINESS COMMUNICATIONS: STRATEGIC MARKETING OF MODERN ENTERPRISES. Management Theory and Studies for Rural Business and Infrastructure Development, 47(1), 49–58. https://doi.org/10.15544/mts.2025.04

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