The transformation of the content of the concept of the marketing mix, taking into account the development of information technologies
The high degree of competition, a wide assortment of high-tech products, high requirements of a customer characterize the current stage of development of the IT-industry. 4R concept was proposed at the initial stage of marketing as a science. Real products, real channels of distribution were dominant in that period. The mass media were not developed. Paradigm marketing mix becomes the object of criticism from the standpoint of the modern period, when the new business environment is being formed, various possibilities of digital and information technologies are being created. The reasonable use of the concept of the marketing mix in the field of the IT-industry will enable to achieve more stable sales of volumes on the condition of adequate orientation of high-tech products manufacturer to the needs of the consumer.