METHODOLOGY FOR EVALUATING DIGITAL MARKETING TRANSFORMATION OF A BUSINESS BASED ON THE ADKAR MODEL

In this article, modern concepts of digital marketing Marketing 4.0. and Marketing 5.0. studied within. It is recommended to use "Kotter's 8 Stages of Change", "McKinsey 7-S Framework" or Prosci ADKAR transformation models to identify digital marketing transformation opportunities. Digital marketing transformation factors corresponding to the "ADKAR" model have been identified. Marketing research was carried out to assess the transformation potential of the identified factors. Based on the obtained results, the main problems of digital marketing transformation in the business practice of Uzbekistan were identified and scientific proposals and practical recommendations were given for their solution.