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Digital Business Communications: Strategic Marketing Of Modern Enterprises

Author

Listed:
  • 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)

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.

Suggested Citation

  • Lagodiienko Volodymyr & Donets Lesia & Pambuk Svitlana & Braiko Maryna & Golodoniuk Olga & Dolynska Olena, 2025. "Digital Business Communications: Strategic Marketing Of Modern Enterprises," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 47(1), pages 49-58.
    • Handle: RePEc:vrs:mtrbid:v:47:y:2025:i:1:p:49-58:n:1004
    DOI: 10.15544/mts.2025.04
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    More about this item

    Keywords

    digital communications; business; communication process; marketing; marketing activity; strategy; digitalization;
    All these keywords.

    JEL classification:

    • D19 - Microeconomics - - Household Behavior - - - Other
    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • E66 - Macroeconomics and Monetary Economics - - Macroeconomic Policy, Macroeconomic Aspects of Public Finance, and General Outlook - - - General Outlook and Conditions

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