Developments and trends specific to marketing in the context of the consolidation of the digital economy. Summary of the doctoral thesis in economics

Abstract

The actuality and the importance of the research topic. The digital economy opens up vast opportunities for all areas of economic activity, including the entrepreneurial sector, improving the quality of communication with customers and creating conditions for enhancing the competitiveness and efficiency of product and service promotion actions. Among the fundamental characteristics of the digital economy are: high speed of development; transformation of business processes; implementation of digital technologies; creation and development of new business models; demand for new professions and skills, the constant need to update knowledge; the spread of innovations and their integration into various spheres of the economy and society; and the development of electronic payment systems. The penetration of advanced digital technologies into entrepreneurial activities is of great importance for the development of any country's economy, including an emerging economy like that of the Republic of Moldova (World Bank, 2024). The implementation of modern technologies contributes to the profound transformation of business processes and amplifies the influence of digital solutions on the evolution and optimization of business structures, which in turn stimulates economic growth and increases the competitiveness of enterprises. The new generation of internet applications has significantly expanded the possibilities for marketing, allowing companies to implement innovative, more targeted, and measurable forms of communication compared to traditional marketing methods. The Covid-19 pandemic accelerated digital transformation and highlighted how important it is for businesses to be flexible and adapt to changes in the external environment, while digital marketing provided the necessary tools to quickly handle crisis situations.