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Information × Registration Number 0226U000481, (0123U103232) , R & D reports Title Methods and tools of marketing and management in the digital economy popup.stage_title Методи та інструменти маркетингу і менеджменту в цифровій економіці Head Shypulina Yuliia S., Доктор економічних наук Registration Date 11-01-2026 Organization National Technical University "Kharkiv Polytechnic Institute" popup.description1 To form a set of methods and tools of management and marketing to improve the management system of innovative development of business entities of Ukraine in the digital economy. popup.description2 Within the framework of the research work, a comprehensive study was conducted on the processes of managing innovative business development in the context of the digital economy's formation and growth. The work encompasses theoretical and methodological analysis of digitalization concepts, an assessment of the digital readiness levels of national and regional economies, an examination of the state and trends in the development of digital communication channels, and the substantiation of marketing and management strategies for innovative businesses. During the R&D process, modern approaches to digital marketing and management tools were established, the risks associated with commercializing product innovations at various stages of their life cycle were analyzed, and methodological principles for managing marketing strategies in the context of digital transformations were developed. Considerable attention is paid to the issues of economic monitoring, evaluating the effectiveness of strategies (ROI, CPE, CPL), utilizing CRM systems, omnichannel models of customer interaction, and the digital transformation of logistics, education, and services. The scientific novelty of the work lies in the development of an integrated approach to managing innovative development, based on marketing principles that take into account the impact of digital technologies, thereby enhancing the adaptability and resilience of businesses in conditions of high uncertainty. The practical significance of the results obtained lies in their potential application by enterprises, public authorities, and higher education institutions to enhance the efficiency of management, competitiveness, and innovation activities in the digital economy. Product Description popup.authors Serhii M. Illiashenko Diana V. Raiko Mariia V. Litvynenko Dmytro S. Bozhkov Viktoriia V. Bozhkova Zoya P. Konokhova Nataliia S. Iliashenko Yuliia L. Tataryntseva Viktor Y. Zaruba Hanna V. Paimash Svitlana V. Chernobrovkina Dmytro V. Pedchenko Yaroslav O. Ron Volodymyr V. Kryvomlin Taras Y. Chmeruk Maksym V. Klimov Andrii V. Chernobrovkin Anton S. Anopa Artem O. Kolomiiets Artem O. Semeniutin Dmytro S. Pazii Ivan A. Bilovodskyi popup.nrat_date 2026-01-11 Close