Author:
Marina B. Y anenko, Peter the Great St. Petersburg Polytechnic University (Saint Petersburg, Russia)
Mikhail E . Y anenko, S.M. Kirov Saint Petersburg State Forestry University (Saint Petersburg, Russia)
Abstract:
An analysis of the influence of digital transformation on the progress towards noonomy is carried out. Based on the marketing approach, it is shown that digital technologies play a key role in interaction with consumers, allow the creation of new values, markets for goods and services, and change approaches to organizing distribution and delivery systems. It has been established that in the digital marketing complex an important place is given to the digital image of a product. Features of pricing policy are associated with the need to take into account two components – value in the real world, as well as the value of digital products and services in the virtual world. The development of electronic trading platforms, marketplaces, and digital business platforms has led to the emergence of a platform economy. Recommendations for improving competitive strategies in the context of the transition to noonomy are formulated. Considering the complexity and versatility of the impact of digital transformation on the business environment, directions for future research in the field of marketing approaches in noonomy are discussed.
Keywords: business platforms, marketing, noonomy, consumer values, digital transformation
For citation: Yanenko M.B., Yanenko M.E. (2024). Digital Transformation as a Trend of Promotion Towards Noonomy: Marketing Approach. Noonomy and Noosociety. Almanac of Scientific Works of the S.Y. Witte INID, Vol. 3, No. 1, pp. 74–79. DOI: 10.37930/2782-618X-2024-3-1-74-79