Phenomena Systematization of Marketing Digitalization: Concept and Implementation
https://doi.org/10.22394/1726-1139-2021-4-64-80
Abstract
The article is devoted to the research and systematization of the current state and development of marketing digitalization phenomena. The methodological base includes system-wide methods of system analysis, categorization and classification, elements from theories of general marketing and information society. This work clarifies features of the term “digitalization”, formulates a general concept of systematizing marketing digitalization phenomena through the construction of multidimensional morphological box, and defines ontological models of marketing functionality and digital technologies in all main classification cross-sections of the multidimensional morphological box. It also proposes a variant of multidimen- sional morphological box, where structuring by components (analytical, creative-synthetic, communication and organizational-managerial) forms marketing dimension and where clas- sifications and ontologies of international and domestic analytical resources create its “digital” dimension. Based on this variant, current digital phenomena in marketing and related fields are systematized and passed transformation with different impact on separate components of the DIKW model is estimated.
About the Authors
E. Yu. Suslov
Russian Presidential Academy of National Economy and Public Administration (North-West Institute of Management, Branch of RANEPA)
Russian Federation
Russian Federation
Evgeny Yu. Suslov, Associate Professor of the Chair of Management, PhD in Economics, Associate Professor
St. Petersburg
D. V. Minaev
Russian Presidential Academy of National Economy and Public Administration (North-West Institute of Management, Branch of RANEPA)
Russian Federation
Russian Federation
Dmitry V. Minaev, Professor of the Chair of Management, Doctor of Science (Economics), Professor
St. Petersburg
References
1. Borden N. The concept of marketing-mix // Marketing Classics: A collection of works that had the greatest impact on marketing. St. Petersburg: Piter, 2001. P. 529–538. (In Rus).
2. Vizgunov A. N. Basic requirements for the creation of an integrated business process management system at the enterprise // Topical issues of the development of modern society. Kursk: CJSC “University Book”, 2016. (In Rus).
3. Volokitin Yu. I., Kupriyanovsky V. P., Grinko O. V. and others. Digital Economy Challenges and Formalized Ontologies // International Journal of Open Information Technologies. 2018. N 6. P. 87–96. (In Rus).
4. Zhenova N. A. Digitalization of business processes // Digitalization of society: state, problems, prospects. M.: G. V. Plekhanov Russian University of Economics. 2019. P. 83–87. (In Rus).
5. Minaev D. V. Strategic management strategic marketing. On the way to a single theory? // Marketing at the turn of the millennium. St. Petersburg: SPbSIEA, 2000. P. 31–38. (In Rus).
6. Minaev D. V. Marketing in schemes and models. Rostov-on-Don: Phoenix, 2004. 80 p. (In Rus).
7. Mironova O. A. Transformation of marketing tools in the conditions of digitalization of the economy and formation of consumer preferences of generation Z // Bulletin of Rostov State Economic University (RINH) [Vestnik Rostovskogo gosudarstvennogo ekonomicheskogo universiteta]. 2019. N 2 (66). P. 60–72. (In Rus).
8. Nazarov A. D. Internet marketing tools during the period of digitalization of the economy // Science and business: ways of development [Nauka i biznes: puti razvitiya]. 2018. N 10 (88). P. 100–102. (In Rus).
9. Pavlov N. V. Decision support system for product management tasks // Economic systems management [Upravlenie ekonomicheskimi sistemami]. 2011. N 4 (28). P. 143–151. (In Rus).
10. Chernov A. A. The formation of a global information society: problems and prospects. M.: Dashkov and K., 2003. 232 p. (In Rus).
11. Yaroslavtseva E. I. The ontology of digital communications — problems of humanitarian dimension // Place and role of humanism in future civilization. M., 2014. P. 357–373. (In Rus).
12. Agnese J., Herrera J., Tao H., Zhu X. A survey and taxonomy of adversarial neural networks for text-to-image synthesis // Wiley Interdisciplinary Reviews: Data Mining and Knowledge Discovery. 2020. Vol. 10, Iss. 4, 1 July 2020, № e1345.
13. Davisson A., Booth P. Controversies in Digital Ethics. Bloomsbury Publishing: USA, 2017.
14. Floridi L. The 4th revolution: how the infosphere is reshaping human reality. Oxford: Oxford University Press, 2016. 248 p.
15. Kim W. C., Mauborgne R. Blue Ocean Strategy. Harvard Business School Press, 2005. 240 р.
16. Kotler P., Keller K. L. A Framework for Marketing Management. (6th ed.) Prentice Hall, 2012. 360 p.
17. Lambin J. J., Schuiling I. Market-driven management: Strategic and operational marketing. London: Macmillan International Higher Education, 2012. 624 p.
18. Lem S. Summa Technologiae. Kraków : Wydawnictwo Literackie, 1964. 501 p.
19. Lin P., Abney K., Bekey G. A. Robot ethics: the ethical and social implications of robotics. MIT Press, Cambridge, 2014. 398 р.
20. Merkus J., Helms R., Kusters R. Data governance and information governance: Set of definitions in relation to data and information as part of DIKW // ICEIS 2019 — Proceedings of the 21st International Conference on Enterprise Information Systems. Vol. 2. P. 143–154.
21. Mohindru V., Chitranshi U., Bhatt R., Singh Y. Possibilities of Block Chain in Indian Market and Notably in Advertising Industry // Proceedings of IEEE International Conference on Signal Processing, Computing and Control. Volume 2019, October 2019, № 8988349. P. 84–89.
22. Porat M., Rubin M. The Information Economy: Development and Measurement. Wash., 1978.
23. Prentice C., Dominique Lopes S., Wang X. Emotional intelligence or artificial intelligence — an employee perspective // Journal of Hospitality Marketing and Management. Vol. 29, Iss. 4, 18 May 2020. P. 377–403.
24. Sundberg L. From Automatic Data Processing to Digitalization: What is Past is Prologue // Lecture Notes in Computer Science / Volume 11685 LNCS, 2019. P. 31–42.
25. Tapscott D. Growing Up Digital: The Rise of the Net Generation. McGraw-Hill Companies, 1999. 338 p.
26. Tavani H. T. Ethics and technology: Controversies, questions, and strategies for ethical computing. Rivier University — Fourth edition, NJ: John Wiley & Sons, Inc., 2013. 456 р.
27. Umesao T., Hoso A. Joho sangyo ron. Information Industry Theory: Dawn of the Coming Era of the Ectodermal Industry. Tokyo: VP, 1963.
28. Webster F. Theories of the information society. Psychology Press, 2002. 304 p.
29. Zwicky F. Discovery, invention, research through the morphological approach. New York: Macmillan, 1969. 276 р.
Review
For citations:
Suslov E.Yu., Minaev D.V. Phenomena Systematization of Marketing Digitalization: Concept and Implementation. Administrative Consulting. 2021;(4):64-80. (In Russ.) https://doi.org/10.22394/1726-1139-2021-4-64-80
Views:
476
Email this article 