MARKETING AND MANAGEMENT IN THE DIGITAL ECONOMY LANDSCAPE

In the conditions of the emerging digital economy, it is necessary to form a more efficient and effective communication system between the enterprise and consumers. Companies that have not attached particular importance to the development of information and communication technologies and their use, it is becoming increasingly difficult to compete with industry leaders. These new modern processes in development allow us to speak about a fundamentally new stage in the development of society, far removed from the industrial stage of development. The purpose of the study is to identify the specifics of the development of marketing and management in the era of the digital economy. In the work were applied such methods of scientific knowledge, as a comparative analysis, generalization, systematization, historical and logical method. The article identifies the most significant trends in marketing and management and their implications for business entities.