MANAGEMENT OF INTANGIBLE MARKETING ASSETS OF AN ORGANIZATION IN THE CONTEXT OF DIGITAL TRANSFORMATION

The article examines the impact of the digital transformation era on the process of managing intangible marketing assets in the context of choosing tools that provide modern organizations with growth in economic performance. The digital breakthrough in both everyday life and management forces senior managers to consider all processes as “growth points” thanks to which the organization will be able to compete in the conditions of turbulent changes in the external environment. A conclusion is made about the need for a deep study and application of intangible assets as a driver that directly affects the increase in economic efficiency and competitiveness of modern organizations in the context of their digital transformation.