PROBLEMS OF USING OF DIGITALISATION ELEMENTS IN THE PLANNING OF MARKETING STRATEGIES IN MERGERS AND ACQUISITIONS
Keywords:
Digitalization, Marketing, Corporate managementAbstract
The work presents an integrative analysis of sources, which allows identifying modern trends in the development of global competition, mergers and acquisitions, which are a rational way to increase the capital of an enterprise and which are adequately respond to the challenges of the external environment by creating vertically integrated structures that independently influence the external competition of the environment, thereby reducing the degree of uncertainty. In addition, it should be noted that the use of digitalization processes and automation tools in the management decision-making process, including in terms of mergers and acquisitions, minimizes the risks of losing capital, market share, and, as a result, the company's marketing potential as a whole.
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