2024
DOI: 10.32342/2074-5354-2024-1-60-15
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Digitization Functions of Marketing Resources at the Enterprise in Conditions of Economic Uncertainty

Iryna Kalina,
Oksana Shkolenko,
Natalya Shulyar
et al.

Abstract: The article examines the complex of digitization functions of marketing resources in conditions of economic uncertainty, their interrelationship, and the proven direct impact of the digitization process on the efficiency of enterprise management. It is concluded that modern business structures use digital technologies as a competitive advantage in all areas of their activity: operational processes, business processes, finance, marketing and interaction with market stakeholders. On the basis of the positive cor… Show more

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