Both technology and business are changing in the world. The new paradigm of the world is emerging in the form of systems, affecting all aspects of the activities of society and market players. The scale and complexity of transformation will be different from what humanity has experienced before. It is not yet possible to predict with great precision how it will unfold, but one thing is clear: the answer must be integrated and comprehensive, from the public and private sectors in scientific community, business and society. In the new economic environment, economic agents have to go through the processes of digital transformation that are necessary to improve. The purpose of the article is to define the main directions of the development of digitalization and to analyse Ukraine’s place in the world by the level of development of digitalization. Methodical tools of the study were methods of analysis and synthesis, deduction and induction, search for causal relationships. The article presents the results of empirical analysis of the main trends in the Ukrainian market during the pandemic and their relationship with the processes of digitalization. The article analyzes the development trends and the size of the digital economy in Ukraine and in other countries of the world. Key numerical trends have been identified that will determine the direction of this type of economy. It has been proved that digitalization must be carried out in accordance with the principles of equal access, benefit creation, economic growth, the promotion of the information society and the orientation towards cooperation. The advantages of the digitalization of Ukrainian economy are presented, as well as the threats and risks that will arise from this process are indicated.

Nowadays marketing plays an important role in the business activity of an enterprise. Modern changes of external environment induce enterprises to search for new ways of development and introduction of new marketing strategies. Marketing tools help the enterprise to carry out market analysis, customer attraction, sales, etc., all of which are crucial factors for the enterprise’s success in the market. However, there are many different methodologies and tools in modern marketing management theory and practice, making it difficult to determine the development position for an enterprise and choose the appropriate strategic tools for its implementation due to incessant changes.

The analysis of the influence of neuromarketing as a tool for marketing activities in the Internet environment, to increase the loyalty of tourists to tourism enterprises in the context of the service sector. The channels of percep-tion on which neuromarketing affects are analyzed and structured. Analyze different approaches to the definition of the essence of neuromarketing on which prompted the author's vision of the related concepts. The article considers the concept of neuromarketing and its interpretation. Аn overview of neuromarketing tools, their advantages and disadvantages, and the possible scope of their application is given. The main problems of using neuromarketing tools are also discussed. The research points to the usefulness of neuromarketing at positioning the destination brand. Problems and prospects of using neuromarketing in the Internet space for promoting tourist services are con-sidered. Additionally, the complexity of neuromarketing research perception means that it is inadvisable to use the obtained data in isolation. It is proved that the perception of information on the Internet changes every year, as evidenced, for example, the so-called "banner blindness", new methods and communication channels are needed to support the loyalty of existing customers and attract new ones. The areas where used neuromarketing: strategic instrumentary, neuromarketing research are considered and systematized. In addition, it has been proven that information that is provided without visual support is usually not perceived as effective. It has been proved that neuromarketing in symbiosis with traditional marketing methods and tools provides an opportunity to solve several the above problems. The appliance of neuromarketing tourism market research thus assumes a novel conceptual approach, one that quite differs from the standard. Keywords: neuromarketing, strategic marketing, internet marketing, marketing in tourism.

The subject of this study is Ukrainian industrial enterprises. The methodology of the study is based on theoretical and methodological analysis of scientific literature, statistical and econometric methods, as well as observation, comparative method, description, measurement, analysis. To develop the approach, the transformation of the structure of the enterprise, its business processes and models is carried out. An integrated approach to transformation will provide a holistic picture of the integration of strategy, technology, business processes and data to obtain meaningful results in improving business efficiency and assessing the digital maturity of an enterprise. Development is often described as a movement from old to new, from simple to complex forms. We use this metaphor for digital development, such a movement has a rising point and a purpose towards which the enterprise moves. Digital development is endless, we can set new goals and move on. In order to move faster and more effectively, we need to navigate in this area. The strategy should be based on an understanding of the current situation and a projection of the future. This makes it possible to choose the target and direction of traffic, to define resources, to propose back-up options. Competitive and digital transformation strategies are now needed, and new methodologies are needed for their development based on architectural, technological, value, ecosystem and methodological approaches. The strategic plan poses all the problems because of the rapid pace of change and the nature of governance, but that is what enterprises need now in the new economy. Marketing tools are becoming relevant in the development of a digital transformation strategy. External and internal factors must be taken into account in order to ensure that the enterprise’s business activities generate a positive dynamic of economic growth. Marketing strategies should be taken into account and adapted to new developments in shaping a digital transformation strategy. Measuring digital maturity is becoming an applied tool for developing a digital strategy for a data-based organization, not just subjective judgments about potentially promising development paths.