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Digitalization of the Marketing Activities of Enterprises: Case Study

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Department of Management and International Business, Lviv Polytechnic National University, Lviv 79013, Ukraine
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Department of Foreign Trade and Customs, Lviv Polytechnic National University, Lviv 79013, Ukraine
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Department of Enterprise Economics, Taras Shevchenko National University of Kyiv, Kyiv 01033, Ukraine: [email protected]
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Management Department, WSB University, 41-300 Dąbrowa Górnicza, Poland
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WorkWell Research Unit, School of Management Sciences, North-West University, Potchefstroom 2520, South Africa
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Author to whom correspondence should be addressed.
Information 2020, 11(2), 109; https://doi.org/10.3390/info11020109
Received: 22 January 2020 / Revised: 9 February 2020 / Accepted: 10 February 2020 / Published: 17 February 2020
The pace and scale of the digitalization of today’s global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed “tree of goals,” the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC “Ukrzaliznytsia”) was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed. View Full-Text
Keywords: digitalization; marketing activity; management; electronic tickets; joint-stock company “Ukrzaliznytsia”; electronic distribution channels; sales activity digitalization; marketing activity; management; electronic tickets; joint-stock company “Ukrzaliznytsia”; electronic distribution channels; sales activity
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Shpak, N.; Kuzmin, O.; Dvulit, Z.; Onysenko, T.; Sroka, W. Digitalization of the Marketing Activities of Enterprises: Case Study. Information 2020, 11, 109.

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