Article - Problems of Modern Economics

Bagiev G. L.
Chair of Management and Innovations, St. Petersburg State University of Economics, PhD (Economics), Professor; Honorary Scholar of the Russian Federation
Yanenko M. B.
Peter the Great St. Petersburg Polytechnic University, PhD (Economics), Professor
Yanenko M. E.
Executive Director, OOO “MorTech,” PhD (Economics)

Marketing complex in the process of formation and digitalization of meta-spatial formations (Russia, St. Petersburg)

The article focuses on the practicability of implementation and development of marketing as a philosophy and toolkit of business in the process of transition from the unipolar politics oriented to globalization (i.e., one-state hegemony) to the use of the multi-polar concept of interaction among business partners, principles of multi-polarity in the process of digital transformation of economic and social processes, emergence of virtual formations and images, avatars, material and digital goods and services. The authors formulate recommendations for improving strategies of digitalization with regard to marketing of meta-spatial business formations.

Key words: marketing complex, brand, virtual and added realities, meta-universe, meta-space, meta-spatial business formations, digital technologies in marketing, digital transformation

Pages: 120 - 125

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