MARKETING AND REMODELLING BUSINESSES IN DIGITAL ECONOMY

In the current information society, the implementation of information technology and communication is an essential requirement, not only for increasing business competitiveness, but also for maintaining it on the market. Digital economy is based on electronic business support, and businesses are beginning to have an increasingly digital dimension. At the level of the enterprise/organization, new technologies remodel not only the production/services system, but also decisionmaking mechanisms. Marketing is undergoing significant transformations in digital economy, which require a thorough re-conceptualization. New information technologies and their globalization enable a business remodeling, including in the field of marketing instruments.