Rodionov S. Development of marketing activity of the enterprises on the basis of implementation of Internet technologies

The dissertation is devoted to the development of theoretical foundations and prac-tical recommendations to the development of marketing activities of enterprises on the basis of implementation of Internet technologies by conceptualizing the development of marketing activities of enterprises in the digital economy, estimating the impact of In-ternet technologies on the results of financial and economic activity of enterprises and implementation of systems of consumer relations management. The essence of the con-cept "Development of marketing activity of the enterprise" has been clarified. The pro-cedure for determining and analyzing the influence of the factors that determine the tendencies of using of Internet technologies in the development of marketing activity of the enterprise is offered. The structure and the characteristics of the global information and communication environment of marketing are identified. The algorithm of using of Internet technologies in the development of marketing activity of the enterprise is de-veloped. A toolkit to evaluate the impact of Internet technologies in marketing activities on the results of financial and economic activity of the enterprise is developed. The se-quence of clustering of machine-building enterprises in Kharkiv and Kharkiv region by the level of use of Internet technologies in marketing activity is developed. The mecha-nism of implementation of CRM-systems in the marketing activity of machine-building enterprises has been improved. The approach to the evaluation of the effectiveness of the use of CRM-systems in the marketing activity of the enterprise is improved.