guuvestВестник университетаVestnik Universiteta1816-42772686-8415State University of Management10.26425/1816-4277-2019-5-5-11guuvest-1450Research ArticleАКТУАЛЬНЫЕ ВОПРОСЫ УПРАВЛЕНИЯCURRENT ISSUES OF MANAGEMENTЦИФРОВОЙ МАРКЕТИНГ: ПОВЕДЕНИЕ ПОТРЕБИТЕЛЕЙDIGITAL MARKETING: CONSUMER BEHAVIORБутковскаяГ. В.ButkovskayaG. V.

Бутковская Галина Вальдеровна - канд. экон. наук

г. Москва

Butkovskaya Galina - Candidate of Economic Sciences

Moscow

gvb@mail.ruСтаткусА. В.StatkusA. V.

Статкус Александр Владимирович - канд. экон. наук

г. Москва

Statkus Aleksandr - Candidate of Economic Sciences

Moscow

avstatkus@yandex.ruФГБОУ ВО «Государственный университет управления»РоссияState University of ManagementRussian Federation20191006201905511Copyright © Бутковская Г.В., Статкус А.В., 20192019Бутковская Г.В., Статкус А.В.Butkovskaya G.V., Statkus A.V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.guu.ru/jour/article/view/1450

Корпорации направляют значительные средства для создания цифровых отношений с клиентами. В статье рассмотрены результаты исследований в области цифрового маркетинга, в частности теоретические и исследовательские вопросы изменения поведения потребителей под влиянием цифровых технологий и цифровой среды. Представлена основа для будущих исследований поведения потребителей, которая выделяет точки соприкосновения в процессе реализации маркетинговой стратегии и тактики, где цифровые технологии оказывают и будут оказывать значительное влияние.

Corporations direct significant funds to create a “digital relationship” with customers. The article deals with the results of research in the field of digital marketing, in particular theoretical and research issues of changes in consumer behavior under the influence of digital technologies and the digital environment. The basis for future researches of consumer behavior has been introduced, which highlights the points of contact in the implementation of the marketing strategy and tactics, where digital technologies have and will have a significant impact.

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The authors declare that there are no conflicts of interest present.