MARKETING INNOVATIONS AND TELECOMMUNICATIONS: CONVERGENCE OF SERVICES
DOI №______
Abstract
The necessity of a process of consolidated convergence of marketing innovations and telecommunications in the conditions of digitalization of world economies based on the principles of mutual benefit, focus on improving the quality of goods / services and focusing on customer satisfaction has been substantiated. It has been proved that, despite the new impulse to integrate marketing with the IT sector, the latter’s capabilities are still largely dependent on the development of a corresponding national digital infrastructure, and the possibilities for consumers to access 4G Internet. Considering the level of maturity of the IT transformation of Ukrainian telecommunications companies, the proposed changes in the principles of doing business in the direction of digitalization of marketing, sales and service management, the use of new systems for making effective organizational and management decisions; formation of a new marketing interaction system based on innovative technological platforms. The scheme of marketing convergence on the main types of telecommunication services is provided.
Key words: marketing, services, conversion, digitalization, consumer, telecommunications, Internet.
REFERENCES
1. Рress-relizy dell emc. (2017). 95% krupnyx kompanij ne otvechayut trebovaniyam novogo cifrovogo biznesa, [95% of large companies do not meet the requirements of the new digital business]. Іssledovanie esg po zakazu dell emc. Retrieved from https://www.dell.com/learn/ua/ru/uacorp1/pressreleases/2017-04-25-esg-study-it-transformation-maturity-curve.
2. Rozporyadzhennya KMU (2018). Рro sxvalennya koncepcії rozvitku cifrovoї ekonomіki ta suspіlstva Ukraїni na 2018—2020 roki ta zatverdzhennya planu zaxodіv shhodo її realіzacії [About the conceptualization of the digital evolution of the economy of Ukraine for 2018-2020, and the hardening of the plan for visits to the Russian Federation]: Єdinij veb-portal organіv vikonavchoї vladi Ukraїni. Retrieved from https://www.kmu.gov.ua/ua/npas/pro-shvalennya-koncepciyi-rozvitku-cifrovoyiekonomiki-ta-suspilstva-ukrayini-na-20182020-roki-ta-zatverdzhennya-planu-zahodiv-shodo-yiyirealizaciyi.
3. Рroekt zakonu Ukraїni (2018). Pro cifrovij poryadok dennij Ukraїni [About the digital order of the day of Ukraine]. Platforma liga:zakon. Retrieved from https://www.rada.gov.ua/uploads/documents/40009.pdf.
4. Ukrіnform (2018). koncepcіya rozvitku cifrovoї ekonomіki do 2020 roku v uryadі uxvalili bez konkretiki [Concepts of the development of digital-economics to 2020 in Uryadі have been crafted without specifics]. Multimedіjna platforma іnomovlennya Ukraїni, Kiїv. Retrieved from https://www.ukrinform.ua/rubric-society/2385945-ukraina-perehodit-na-cifrovu-ekonomiku-so-ceoznacae.html.
5. Forum tv-sat (2018). Ukraїna yak і ranіshe zalishaєtsya za bortom TOP-50 kraїn svіtu z najvishhoyu shvidkіstyu dostupu v merezhu [Ukraine yak and take a seat behind the TOP-50 krainsky svuyu with the most adventurous access]. Retrieved from URL:http://tv-sat.at.ua/forum/184-561-8.
6. Kraus N. M., Goloborodko O. P., Kraus K. M. (2018). Cifrova ekonomіka: trendi ta perspektivi avangardnogo xarakteru rozvitku [Digital economics: trends and the promise of the avant-garde nature of development]. Efektivna ekonomіka (electronic journal), (1). Retrieved from http://www.economy.nayka.com.ua/pdf/1_2018/8.pdf.
7. Fedulova L. I. (2018). Nacіonalna іnnovacіjna sistema v umovax cifrovіzacії [National Innovation System in the minds of digital]. Ekonomіchna teorіya ta pravo. (electronic journal), 4 (35). Retrieved from http://econtlaw.nlu.edu.ua/wp-content/uploads/2019/02/44-64.pdf.
8. Illyashenko, S.M., Ivanova T.E.(2015). Instrumenti ta metodi prosuvannya produkcії v internet: analіtichnij oglyad [Instrumentation and Internet Producing Techniques: An Analytical Look]. Marketing і menedzhment іnnovacіj, (3), pp.20-32.
