Systematic Analysis of the Organization of Marketing Activities in a Competitive Environment

Abstract

The Industrial Internet of Things is irreversibly transforming the economy. New strategic opportunities derived from the high-speed streams of Big Data of the Industrial Internet of Things are changing the boundaries of industries, creating opportunities for new strategic decisions, including in marketing. The use of Industrial Internet of Things technologies in marketing is of interest. The continuous interaction of devices and programs connected to the Internet and controlled by their own intelligent systems gives the marketing system the ability to automatically manage the effectiveness of marketing processes, increases the stability of the system, warns of possible threats from the Internet or new opportunities for the system. The purpose of the article is to improve the IIoT system of enterprise marketing through a systematic analysis of the positive synergistic interactions of its subsystems, determine the feedback of subsystems, and increase the functionality of the system. In the system of organizing marketing activities, a synergistic effect arises from the interaction of subsystems associated with intensive information exchange between distributed devices and business objects of the Industrial Internet of Things, each of which independently manages its own area, determined by its competencies. In the process of work, the tasks of studying the contribution to the effectiveness of marketing of functional subsystems were solved: information technology, intellectual, Internet marketing and information security subsystem. Classical system analysis was used as a research method. The scientific novelty of the work lies in a systematic analysis of the effectiveness of marketing based on the Industrial Internet of Things. The conditions under which marketing is most effective are determined. The practical significance of the work lies in the fact that the basis for the development of an effective marketing system based on the Industrial Internet of Things is proposed.