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Information × Registration Number 0226U001011, (0123U103215) , R & D reports Title Development of marketing in the conditions of informatization of society popup.stage_title Розвиток маркетингу в умовах інформатизації суспільства Head Kosenko Oleksandra P., Доктор економічних наук Registration Date 20-01-2026 Organization National Technical University "Kharkiv Polytechnic Institute" popup.description1 The purpose of the research is: substantiation of the theoretical and methodological foundations of the transition of society to the information stage of development with the help of marketing tools; research of scientific approaches to determining the importance of applying marketing in the conditions of informatization of society, the national economy and uneven access to economic information. The development of marketing communications is inseparable from the process of informatization of society. And all of them are directly or indirectly aimed at the creation, introduction to the market, support, strengthening and development of brands. Today, competitive advantage is more of an informational than material object. Value is created by providing information that enables consumers to solve their problems better and more efficiently than before popup.description2 Within the framework of the scientific research, a set of tasks aimed at the theoretical and methodological substantiation of marketing transformation in the conditions of total informatization of society was implemented. The essence of digital marketing was analyzed, consumer behavioral changes under the influence of Big Data were studied, and conceptual foundations for adapting classical models (4P) to digital realities (4C/7C) were developed. Scenario models of business development were built depending on the depth of implementation of automation and analytics tools. The scientific value of the results lies in the formation of an integrated model that for the first time comprehensively covers the impact of informatization on the strategic resilience of enterprises. It is proved that the level of digital maturity of an organization correlates with its ability to quickly recover and scale. The practical value of the work lies in the development of specific methodological recommendations for: • enterprises — regarding budget optimization through the use of predictive analytics and omnichannel strategies; • educational institutions — for updating training programs for Digital Marketing specialists; • society — by increasing the transparency of market communications and protecting consumer data privacy. It has been established that the most effective tools in the conditions of informatization are SEO, automated CRM platforms, AI solutions, and Web analytics systems. The implementation of a national infrastructure for digital business support and the active use of artificial intelligence technologies for making managerial decisions are recommended. Product Description popup.authors Serhii M. Illiashenko Tetiana V. Romanchyk Petro Н. Pererva Olena М. Kitchenko Svitlana O. Vasyltsova Nadiіa P. Tkachova Dmytro S. Bozhkov Mariia V. Miroshnyk Yuliia S. Shypulina Viktor Y. Zaruba Svitlana V. Chernobrovkina Maksym V. Klimov Andrii V. Chernobrovkin Anton S. Anopa Artem O. Kolomiiets Artem O. Semeniutin Yevhen A. Kosenko Oleksii S. Shein Maksym V. Luchynskyi Kyrylo A. Lialko Anastasiia Y. Oborina Oleh O. Burian Sofiia A. Kosenko popup.nrat_date 2026-01-20 Close