Registration Number
0226U000481,
(0123U103232)
, R & D reports
Title
Methods and tools of marketing and management in the digital economy
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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"
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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.
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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
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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
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2026-01-11
