THE TECHNOLOGIZATION OF THE MANAGEMENT OF THE MARKETING ACTIVITY

• Main Author: Наталія Володимирівна Юдіна
• Format: Article
• Language: English
• Published: Igor Sikorsky Kyiv Polytechnic Institute 2015-06-01
• Series: Ekonomìčnij Vìsnik Nacìonalʹnogo Tehnìčnogo Unìversitetu Ukraïni "Kiïvsʹkij Polìtehnìčnij Institut"
• Subjects: технологізація; управління маркетинговою діяльністю; футурологія; суперкомп’ютер; штучний інтелект; ІКТ; сингулярність
• Online Access: http://ev.fmm.kpi.ua/article/view/45629

The article proves that the trend of rapid reduction of terms of marketing plans during the economic crisis is related to the trend of obsolescence of the traditional approach to the management of the marketing activity. One of the possible instruments to deal this problem is the technologization of management of the marketing activity. It requires to allocate its topical directions. As an alternative to the traditional approach to the management of marketing activity the futurological approach was proposed. According to this approach during technologization marketers have to move from level of the consumption of information and communication technologies (ICT) to the level of the management of them. The importance of the expanding the boundaries of marketing researches which must precede implementation of ICT in the management of marketing activity was proved. The importance of the establishing of distance form of the management of the marketing activity based on cloud and grid technologies was proved. The importance of self-help marketers in the direction of learning of the interdisciplinary connections, in particular singular and supercomputer technologies, was substantiated.