A METHODICAL APPROACH TO THE FORMATION OF THE MARKETING STRATEGY OF THE DEVELOPMENT COMPANY IN THE CONDITIONS OF DIGITALIZATION

The article is devoted to the development of a methodical approach to the formation of a marketing strategy of a development company in the conditions of digitalization. It was established that development is a progressive form of organizing the development and implementation of investment projects thanks to the combination of traditional functions inherent in construction enterprises and specific functions in the field of real estate management. The analysis of the latest research in the field of marketing, highlighting certain aspects of improving marketing activities, creating an information and analytical base for determining strategic and marketing goals, stages of the process of developing a marketing strategy, was carried out. The relevance of improving the methodical approach to the formation of the marketing strategy of the development company in the conditions of the active implementation of digital technologies has been proven. The research was based on the study of the principles of modern marketing and behavioral economics, scientific concepts and developments of domestic scientists in the field of marketing. The monographic method, the hypothetico-deductive method and the method of logical generalization were applied. A methodical approach to the formation of the marketing strategy of development enterprises in the conditions of digitalization is proposed, which is presented in the form of a combination of separate logically connected blocks. The structural blocks of the methodical approach include analytical, orientation-target, conceptual-variational, planning-declarative, organizational-implementation, control-corrective, and information support block. The specified methodical approach involves a transition from the multivariate of possible strategic measures to the selection of the most optimal strategy based on a well-thought-out system of key performance indicators. The feasibility of combining traditional and digital methods and tools within the framework of the proposed approach is substantiated in order to improve the effectiveness of both the process of developing a marketing strategy and its direct effectiveness.