TRANSFORMATION OF FUNCTIONS AND STRUCTURES OF MARKETING OF ENTERPRISES IN THE CONDITION OF DIGITAL ECONOMY

Abstract

The modern pandemic, which has spread to all countries of the world and led to the global economic crisis, has made significant adjustments to the business environment and the organization of business processes of the enterprise. Some of them went offline. As a result, the functions and nature of the marketing departments of the enterprise have changed. All this requires a rethinking of the processes of transformation of marketing structures of enterprises that took place under the influence of the digital revolution. The aim of the research is to generalize the existing theoretical approaches and current trends in the transformation of organizational structures of enterprise marketing in a digital economy. The subject of the research is the conceptual provisions and methodological approaches to building organizational structures of marketing and their adaptation under the influence of the external environment. Methods of the research: system and complex analysis, analytical approach, theoretical generalization and comparison, observation. The statement of basic materials. The article formulates the main trends in changing the business environment of the enterprise and its internal environment, which took place under the influence of the digital revolution and substantiates the need for rapid adaptation and transformation of organizational structures of marketing to respond quickly to the challenges of time. It is proved that in modern conditions of digital economy formation, marketing structures of enterprises, which have passed stages of evolution from non-integrated to integrated structures, more and more often pass to transformation into coordinated structures, transferring sales function (outsourcing of their products) to outsourcing online stores and specialized platforms. The practical significance of the research lies in the possibility of applying the provided recommendations to improve the organizational structures of enterprise marketing in a digital economy. Conclusions and perspectives of further research. The formation of the digital environment creates the preconditions for the transition from integrated marketing structures in the enterprise to coordinated, which include independent Internet intermediaries specializing in the provision of information services.