Digital Transformation: The Age of Innovations in Business and Society

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dc.contributor.authorKovshova, Iryna
dc.date.accessioned2023-06-07T06:05:54Z
dc.date.available2023-06-07T06:05:54Z
dc.date.issued2022
dc.description.abstractThis chapter considers main factors of digital transformation in business and society. The latest studies of digital ad spend in Europe and a number of marketing technology solutions all over the world within the period 2011–2020 have confirmed a rapid development of digital technologies in business and society. It was justified that due to digitalization process companies have to revise their priorities and modify their main strategic goals for simultaneous achievement of commercial efficiency and a social effect. These goals need some adjustment to specific requirements and wishes of main process participants that form five levels of approval. Proposed marketing management model in digital transformation of business and society contains basic components, which lie in the digital contour. Responses of millennials (the people born at the turn of the century) on the use of digital technologies in different spheres of life are analyzed. The pilot research allowed to distinguish three groups of millennials depending on how actively they use digital technologies in different spheres of life. Main directions of innovative marketing management development are defined. The opportunities of implementing functionality of artificial intelligence, neuromarketing, augmented and virtual reality, marketing technologies MarTech in company business-processes are studied.en_US
dc.identifier.citationKovshova I. О. Digital Transformation: The Age of Innovations in Business and Society / Iryna Kovshova // Digital Transformation / edited by Antonella Petrillo [et al.]. - London : IntechOpen, 2022. - P. 143-160. - https://doi.org/10.5772/intechopen.102797en_US
dc.identifier.issn2223-23262
dc.identifier.urihttps://doi.org/10.5772/intechopen.102797
dc.identifier.urihttps://ekmair.ukma.edu.ua/handle/123456789/25270
dc.language.isoenen_US
dc.publisherIntechOpenen_US
dc.relation.sourceDigital Transformationen_US
dc.statusfirst publisheduk_UA
dc.subjectdigital transformationen_US
dc.subjectdigital transformationen_US
dc.subjectmarketing managementen_US
dc.subjecta millennialen_US
dc.subjecta business-processen_US
dc.subjecta societyen_US
dc.subjecta digital technologyen_US
dc.subjectneuromarketingen_US
dc.subjectMarTechen_US
dc.subjectaugmented and virtual realityen_US
dc.subjectartificial intelligenceen_US
dc.subjectarticleen_US
dc.titleDigital Transformation: The Age of Innovations in Business and Societyen_US
dc.typeArticleuk_UA
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