Marketing as a separate concept originated in the 19th century, having formed as a tool for researching market conditions, demand for goods, and also for their promotion. In the period of digitalization of the economy, business and marketing as a whole require fundamentally new approaches and the relevance of the marketing evolution issues is the need for continuous research into the development cycles of marketing forms taking into account the stages of development of the country’s market economy. The article discusses the emergence of innovative marketing. The analysis of domestic and foreign literature of each stage of the development of marketing. The trends and aspects of the development of Internet marketing are revealed, the dependence of the evolution of marketing theory with the stages of development of a market economy is revealed. The essence and trends of Internet marketing, as well as computational marketing are disclosed. In the article, the author notes that computational marketing is a way to provide unique marketing information based on an analysis of online operations, allowing you to generate a huge amount of information about users, the history of his personalized behavior on the Internet. In conclusion, the author systematizes the triad “Internet marketing - computational marketing - digital marketing” and reveals that digital marketing is a dynamic system of a new type that can effectively use digital resources in order to create new knowledge about the concepts of consumption.
|Título traducido de la contribución||FORMATION OF COMPUTATIONAL MARKETING IN A DIGITAL ECONOMY|
|Número de páginas||6|
|Publicación||Вестник Алтайской академии экономики и права|
|Estado||Published - 2019|
Level of Research Output
- VAK List