BUSINESS PROCESS REENGINEERING: FROM TRADITIONAL TO DIGITAL MARKETING

Vasilyeva T.

Sumy State University,
Sumy, Ukraine

Us Ya.

Sumy State University,
Sumy, Ukraine

Lyulyov A.

Sumy State University,
Sumy, Ukraine

Pimonenko T.

Sumy State University,
Sumy, Ukraine


Pages: 309-318

Original language: Ukrainian

DOI: 10.21272/1817-9215.2020.3-35

Summary:

This article devoted to analyzing the impact of business processes digitalization on the transformation in marketing. Systematization of the scientific background indicates that digitalisation's snowballing growth has a strong influence on changes in business processes. Therefore, the authors noted that it is important to use the right digital marketing tools according to the enterprise's goals under the rapid digitalisation of business processes. This paper analyzes the main digital marketing tools and their advantages for improving business indicators. The main goal is to systematize scientific research on the relationship between business processes, digitalization, and marketing transformations. To achieve this goal, the study was conducted in several stages. The first stage affords a search for the most relevant publications in the Scopus database. The study sample consists of 1220 publications indexed by the keywords "business process", "digital", and "marketing" in the titles, keywords and abstracts of publications. The keywords include the logical operators "and" and "or" and symbol "*" to cover different keywords termination forms and enhance the search results of relevant publications. The research period is 2000-2020. The obtained search results were limited to the subject areas such as Business, Management and Accounting; Social Sciences; and Economics, Econometrics and Finance. The second stage presents a descriptive analysis of the most cited publications. The method of visualization of similarities by VOSviewer software was applied in the third stage to visualize the thematic orientation of scientific developments. The obtained results showed 8 clusters of thematic directions in studied publications. At the fourth stage of the research, the paper visualizes the authors' collaboration network according to their affiliation to a certain country. The results analysis allowed determining the countries' contribution to the investigation of study issues. The study results could be the basis for further research on the development of a digital marketing strategy.

Keywords:
digitalization, digital marketing, digital marketing tools, business process reengineering, Internet.

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