Features of Digital and Non-Digital Marketing Strategies when Managing an Organization in a Globalized Environment
Relevance. In this article, much attention is paid to the stages of implementation of the marketing strategy for the development of an organization in the context of globalization. In the context of globalization, the 4-P concept is undergoing cardinal changes, which is reflected not only at the stages of strategy formation, but also in the goals they pursue. The article classifies marketing strategies according to their goals, taking into account the differentiation into digital and non-digital strategies. The authors carried out a detailed analysis of existing marketing strategies, their essence and methods of implementation. The purpose of the study is to analyze the features of the formation of digital and non-digital marketing strategies for the development of an organization in the context of globalization and digitalization. Objectives. Achievement of the purpose predetermined the solution of the following tasks: analysis of changes in the advertising market that appeared as a result of globalization and determination of their distinctive features; the main stages of the formation of marketing strategies in the context of the global economic space are reflected; the definitions of the marketing strategy were given taking into account the opinions of various authors. Methodology. The research is based on methods of rating and statistical data analysis, expert assessment, induction, deduction, synthesis, other general scientific methods, as well as a set of marketing research methods. Results. It seems necessary to refer to the results obtained in the course of the study: an analysis of a number of definitions of marketing strategies, a characteristic of each stage of the formation of marketing strategies and differentiation of digital and non-digital marketing strategies, reflecting their main features. Conclusions. In conclusion, it should be noted that the existing marketing strategies for the development of organizations are rapidly changing in the context of continuous globalization. Organizations need to take into account the new features of the formation of marketing strategies to effectively promote their products and services.