Strategic Objectives for Innovative Development of Marketing and E-commerce as Part of Digitalization of Corporate Business
Year: 2025
Type: article
Abstract: The article is devoted to study of strategic objectives of innovative development of marketing and e-commerce as part of global digitalization of the enterprises’ business. Pros and cons of digital marketing and e-commerce providing for optimized and increased business efficiency are analyzed. Key barriers to development of e-commerce market and digital marketing are outlined. It has been proven that to increase the competitiveness level and to accelerate innovative development of business, enterprises should actively use e-commerce tools combined with digital marketing. Global trends in development of digital marketing and e-commerce were analyzed, as follows: indicators of the digital marketing use and forecast for the near future, dynamics of e-sales, sales of retail e - commerce worldwide, channels used in marketing, enterprises using e - business applications. Strategic priorities of innovative development of marketing and e-commerce as part of business digitalization of enterprises are substantiated.
Author: Journal of Theoretical and Applied Information Technology
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7082964260
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