Digitalization of marketing management of industrial enterprises in the conditions of business environment transformation

Abstract

The aim of the article. The purpose of the study is to investigate the impact of digital technologies on the transformation of marketing management of industrial enterprises under conditions of business environment transformation and to develop an author's model of a next-generation marketing information system based on the integration of Digital Marketing, CRM, ERP and BI technologies. Analysis results. The study analyzes the role of digital transformation in improving the efficiency of marketing management in industrial enterprises under conditions of increasing competition, growing data volumes and rapid technological development. The functions of CRM systems, ERP systems, business intelligence technologies and Digital Marketing tools in supporting marketing management are substantiated. Particular attention is paid to the use of Predictive CRM and AI-CRM technologies in the B2B market, as well as to the role of ERP systems in integrating production, financial, logistics and marketing processes. The study demonstrates that BI technologies transform heterogeneous data into analytical information required for marketing decision-making. Based on the conducted research, an author's model of a next-generation marketing information system is proposed. Unlike existing approaches, the model integrates Digital Marketing, CRM, ERP and BI technologies into a unified digital environment, ensuring the consolidation of marketing, production, financial and analytical data to support marketing management. The model also facilitates continuous information exchange between functional units, improves coordination of marketing and operational activities, and enhances the adaptability of industrial enterprises to changes in the business environment. The practical value of the proposed model lies in its applicability to industrial enterprises for improving the quality of marketing decisions, strengthening coordination between business processes, optimizing resource allocation and increasing enterprise competitiveness. Conclusions and directions for further research. The research confirms that the integration of Digital Marketing, CRM, ERP and BI technologies forms the basis for effective marketing management in the digital economy. The proposed next-generation marketing information system enables enterprises to move from fragmented implementation of digital solutions toward an integrated data-driven management approach, thereby improving the validity of marketing decisions and overall business performance. Further research should focus on developing methodological approaches to evaluating the effectiveness of integrated marketing information systems, expanding the application of artificial intelligence technologies in marketing management, and testing the proposed model in industrial enterprises representing different sectors.