Proskurina N. Transformation of the marketing activities of retail enterprises in the context of digitalization

Object - processes of transformation of marketing activity of retail trade enterprises in the conditions of digitalization; goal - the development of theoretical and methodological principles and development of scientific and practical recommendations for the transformation of marketing activities of retail enterprises under the influence of digitalization of the domestic economy; methods - general scientific and specific; results - solving the problem of development of theoretical and methodological principles and elaboration of scientific and practical recommendations for the transformation of marketing activities of retail enterprises under the influence of digitalization of the domestic economy; novelty - the introduction of the concept of "physical space"; development of conceptual basics of digital transformation of marketing activity of retail enterprises; development of a scientific and methodological approach to assessing the level of digital maturity of operational marketing activities; development of a scientific and methodological approach to tracking dynamic changes in the environment; substantiation of the functional subsystem of operational marketing activities of retail trade enterprises; development of scientific and methodological approach to the formation of omnichannel strategy; substantiation of methodical tools for diagnosing the readiness of retail operators for the digital transformation of marketing activities; development of the concept of digital marketing of retail enterprises; the results are implemented in the production and training process.