ЦИФРОВЫЕ ТЕХНОЛОГИИ ПОВЫШЕНИЯ СТОИМОСТИ БРЕНДОВ
ПОЛНЫЙ ТЕКСТ (PDF)
DOI: http://doi.org/10.31617/visnik.knute.2019(126)08
ЯНКОВЕЦ Татьяна,
к. э. н., доцент, доцент кафедры маркетинга
Киевского национального торгово-экономического университета
ул. Киото, 19, г. Киев, 02156, Украина
E-mail: Ця електронна адреса захищена від спам-ботів. вам потрібно увімкнути JavaScript, щоб побачити її.
ORCID: https://orcid.org/0000-0002-8159-3826
ЦИФРОВЫЕ ТЕХНОЛОГИИ ПОВЫШЕНИЯ СТОИМОСТИ БРЕНДОВ
На примере самых успешных мировых брендов исследовано влияние факторов цифровой трансформации общественного производства на изменение бизнес-моделей и повышение стоимости брендов. Выделены существенные признаки понятия "цифровой маркетинг" и принципы цифрового маркетинга. Обоснована целесообразность интеграции цифровой стратегии в общую маркетинговую стратегию компании, что способствует построению сильного бренда в современных условиях жесткой конкуренции.Ключевые слова: инновации, цифровые технологии, факторы цифровой трансформации бизнеса, бизнес-модели, бренды, цифровой маркетинг, принципы цифрового маркетинга, цифровые маркетинговые стратегии, повышение стоимости брендов.
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