Directions and Forms of Marketing Organization in Terms of Digitalization

Krasyuk Irina Anatolyevna, Professor, doctor of Economics, Professor of higher school of service and trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic st. 29, St. Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kolgan Maria Vladimirovna, Ph.D., Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University; Gagarin sq. 1, Rostov-on-Don, 344000, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Tools, forms and directions of business are developing rapidly, so the issue of adaptation of marketing activities to market changes becomes urgent. The reality of modern business is that the effective use of information technology allows you to move to the model of building a business «from the client», when the goods are produced at the request of the consumer in accordance with his wishes. The position of the authors is to justify the need for the use of information resources to ensure the effective functioning of the system of commodity circulation. Trends that determine the further development of modern business: Informatization of business processes, division of functions in business ecosystems, the use of the process approach – create conditions for the implementation of the concept of sustainable marketing.

Keywords: information resources of trade; innovative marketing; digitalization; information society; commodity circulation system.

Marketing Technologies in the Organization of Business Processes of Retail Trade

Krasyuk Irina Anatolievna, Professor, doctor of Economics, Professor of higher school of service and trade, Peter the Great St. Petersburg Polytechnic University; Polytechnicheskaya 29, Saint-Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Nazarova Elmira Alyarovna, Master direction “Trading Business” Saint-Petersburg Polytechnic University Peter the Great; Polytechnicheskaya 29, Saint-Petersburg, 195251, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Currently, retail trade is a dynamically developing sector of the economy. It is characterized by a high level of competition, which necessitates the use of a process approach. Organization of trade business on the process management model involves the standardization of business processes, the use of marketing technologies. Effective activity of enterprises of trade depends on the application of the tools of marketing. Marketing of retail enterprise allows you to create customized shopping offer, supported by the trading service. The development of trade creates conditions for the formation of new concepts, in particular, the marketing of interaction focused on the development of long-term cooperation. The author’s position is to justify the need for the use of marketing technologies, for example, cross-marketing in the organization of business processes of retail enterprises. The introduction of modern marketing technologies in the activities of retailers, strengthens their competitive position, helps to organize the work of business processes, improves the quality of trade services.

Keywords: retail trade; business processes; marketing technologies, cross-marketing.

Co-Creation Marketing as a Direction of Innovative Development of Retail Trade

Medvedeva Yulia Yuryevna, Candidate of Economics, Associate Professor of the Department of Marketing and Engineering Economy, Don State Technological University; Gagarin Square 1, Rostov-on-Don, 344001, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Digitalization of the economy predetermines new approaches to the development of modern economic systems, which are based on the generation of innovations and their introduction into the market system. The evolution of the concept of marketing in trade in conjunction with the change of technological structures demonstrates the catalytic task of marketing in the development of commercial enterprises. Co-creation marketing, based on the study of the needs of consumers, their involvement in the interaction process to determine personalized products, is able to provide trading enterprises with a basis for effective innovative development. Innovations, formed together with customers, provide merchants mutually beneficial relationships with customers, generate sustainable relations with partners.

Keywords: innovation; retail; marketing concept; co-creation marketing; free innovation.

Methodology of Marketing Management of Innovative Development of Retail Trade

Medvedeva Yulia Yuryevna, Candidate of Economics, Associate Professor of the Department Marketing and engineering economy, Don state technological university; Gagarin Square 1,Rostov-on-Don, 344001, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article offers the author’s view on the principles, regularities and components of marketing management of innovative development of trade. The main hypothesis of the study is the premise that the innovative development of retail trade can be achieved through the use of specific marketing management, the purpose of which is to diagnose the innovative environment and internal capabilities of the company, planning and implementation of business objectives of the enterprise, based on certain principles and models. The principles of marketing management of innovative development of trade: to maximize meet the needs of customers and stakeholders through the implementation of user innovation, involving staff in process design and innovation, omnichannel, benchmarking, the implementation of innovative development on the basis of resource saving, provision of policraticus innovation development of trade companies of the pertinence of information, the principle of compliance marketing model of strategy of innovative development of the enterprise. An approach to building a model of marketing management of innovative trade development based on an integrated approach is proposed.

Keywords: innovations; retail trade; marketing principles; innovative development; methodology.

Conceptual Basis for Building a Self-Replicating Marketing System in the Period of Digital Modernization of Enterprises

Kolgan Maria Vladimirovna, Ph.D. Sc., Associate Professor of the Department of Marketing and Engineering Economics, Don State Technical University; Gagarin sq 1, Rostov-on-Don, 344000, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The problems of adaptation of modern enterprises to the new conditions of the digital economy are studied. The prerequisites necessary for the further use of digital transformation in order to improve the efficiency of economic activity of enterprises or to obtain the possibility of business formatting are identified. The conditions that together will contribute to the effective commercial activity of enterprises in adapting to the digital economy are associated with: the implementation of the activities of the enterprise solely on the basis of Informatization of all business processes, as well as the fruitful use of the processes of division of functions in the business ecosystems, the formation of a co-competitive business environment. The content characteristic of the organization of commercial activity by means of Informatization of the business ecosystem is presented on the example of well-known business platforms: Alibaba, 1C, etc. Other creative business associations on the example of the southern region which represent a platform for interaction of science and business are investigated. The sources of efficiency growth by reducing costs as a result of the transition of many business processes in electronic format, as well as the implementation of the paradigm of platform business ecosystems are identified. The model of self-replicating marketing system of the enterprise (SMS) as the most suitable format of realization by the enterprise of the interests of development in modern conditions is developed. This system allows you to establish self-regulation of interaction between organizations that bring together key representatives of business areas related to the production and sale of consumer goods, which not only includes a mechanism for easing administrative pressure on market processes, but also makes it possible to more effectively and cost-effectively regulate these processes. The trajectories of further research in the direction of creating institutional conditions for the development of high-tech business, as well as the adaptation of enterprises to new digital conditions and the formation of new forms of business organization are given.

Keywords: information society; digital economy; information technologies; business ecosystems; self-replicating marketing distribution system.

Methodological Provisions of the Marketing Approach to Coordination of the Innovation Process

Bouroubi Mohamed Ramzi, Рost-graduate student of the Marketing and Communications Department, Saint Petersburg State University of Information Technologies, Mechanics and Optics; Kronverksky Av. 49, St. Petersburg, 197101, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The innovation process is characterized by the heterogeneity of its participants, which makes it possible to consider it through the prism of relationship marketing. In this regard, there is a need to develop a mechanism for coordinating the innovation process. The proposed mechanism of coordination of relations between the participants of the innovation process at its various stages involves the development of a methodological framework for the management of the implementation of marketing tools for the coordination of innovation. Consequently, there is a need to clarify the elements of the mechanism of coordination and formulation of the principles of coordination of innovative processes based on the provisions of marketing relations.

Keywords: innovative process; innovative product; coordination; mechanism of coordination; marketing; marketing of relations.