Phenomena Systematization of Marketing Digitalization: Concept and Implementation

Abstract

The article is devoted to the research and systematization of the current state and development of marketing digitalization phenomena. The methodological base includes system-wide methods of system analysis, categorization and classification, elements from theories of general marketing and information society. This work clarifies features of the term “digitalization”, formulates a general concept of systematizing marketing digitalization phenomena through the construction of multidimensional morphological box, and defines ontological models of marketing functionality and digital technologies in all main classification cross-sections of the multidimensional morphological box. It also proposes a variant of multidimensional morphological box, where structuring by components (analytical, creative-synthetic, communication and organizational-managerial) forms marketing dimension and where classifications and ontologies of international and domestic analytical resources create its “digital” dimension. Based on this variant, current digital phenomena in marketing and related fields are systematized and passed transformation with different impact on separate components of the DIKW model is estimated.