Digital Business Communications: Strategic Marketing Of Modern Enterprises

Lagodiienko Volodymyr (), Donets Lesia (), Pambuk Svitlana (), Braiko Maryna (), Golodoniuk Olga () and Dolynska Olena ()
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Lagodiienko Volodymyr: Dr. Prof., Odesa National University of Technology, Odesa, Ukraine
Donets Lesia: Assoc. Prof., Odesa National University of Technology, Odesa, Ukraine
Pambuk Svitlana: Assoc. Prof., Odesa National University of Technology, Odesa, Ukraine
Braiko Maryna: Senior Lecturer, Odesa National University of Technology, Odesa, Ukraine
Golodoniuk Olga: Senior Lecturer, Odesa National University of Technology, Odesa, Ukraine
Dolynska Olena: Odesa National University of Technology, Odesa, Ukraine

Management Theory and Studies for Rural Business and Infrastructure Development, 2025, vol. 47, issue 1, 49-58

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.

Keywords: digital communications; business; communication process; marketing; marketing activity; strategy; digitalization (search for similar items in EconPapers)
JEL-codes: D19 D23 E66 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mtrbid:v:47:y:2025:i:1:p:49-58:n:1004

DOI: 10.15544/mts.2025.04

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