Article

Received 30.10.2023

Revised 22.02.2024

Accepted 27.03.2024

Retrieved from Iss. 115, P. 1, 2024

Pages 234 -246

Dyachenko, T., Gonchar, T., Artemchuk, V., & Parokhnenko, O. (2024). THE ROLE OF TECHNOLOGY IN THE MODERN MARKETING ENVIRONMENT: TRENDS AND RESEARCH METHODS IN THE ERA OF DIGITAL TRANSFORMATION. Automobile Roads and Road Construction, (115.1), 234-246. https://doi.org/10.33744/0365-8171-2024-115.1-234-246

THE ROLE OF TECHNOLOGY IN THE MODERN MARKETING ENVIRONMENT: TRENDS AND RESEARCH METHODS IN THE ERA OF DIGITAL TRANSFORMATION

Tetyana Dyachenko Tetyana Gonchar Valentyna Artemchuk Oleksiy Parokhnenko

The article reveals the essence of the modern marketing environment in the modern digitization environment. The authors provide a literary opinion of the conceptual apparatus of definitions: "market", "marketing environment", "marketing environment", "macroenvironment of the market" and "marketing microenvironment". The main features of the modern marketing environment are defined. The article examines the impact of scientific and technological progress, characterized by technological changes that deeply affect the way of life, needs and preferences of the consumer. They affect all aspects of business, but most importantly, it is noticeable in the area of innovation. An analysis of the obstacles and opportunities faced by enterprises when implementing digital technologies in marketing and strategies for overcoming these challenges was carried out. Overview of modern methods and tools of data collection, analysis and interpretation in marketing research. Conducting marketing research depends on the further choice of the company's strategic direction, which allows for the creation of a strategic marketing plan. To reveal the issue of using data analysis methods to obtain insights into consumer behavior, the effectiveness of marketing measures, and the identification of new opportunities on the market. All issues discussed in the article are relevant and provide an information base for further research

marketing environment, marketing research methods, information technologies, digital transformation, marketing
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https://doi.org/10.33744/0365-8171-2024-115.1-234-246