DIGITAL ENTERPRISE MANAGEMENT TOOLS IN TODAY'S ECONOMIC ENVIRONMENT

Abstract

The article discusses the issues and problems of various areas of enterprise management related to the acceleration of digitalization processes in the modern economy. Particular attention is paid to the marketing activities of enterprises in the digital economy using integrated analysis methods. Marketing activities, as a holistic system aimed at organizing the production and marketing of products to meet consumer needs and profit, face the need for fundamental transformation. New fundamental principles of digitalization of the economy are presented, which form a new marketing paradigm, within which traditional approaches and concepts require rethinking and integration with digital technologies. Key directions of digital transformation of marketing are presented and their characteristics are given. In this regard, the interrelated advantages of integrating specialized software into enterprise management practice, primarily in the field of marketing and business planning, are considered.