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В учебном пособии рассмотрен эффектив-ный маркетинг, который лежит в основе фи-нансового успеха предпринимательства. Яв-ляясь важнейшим видом деятельности субъ-ектов рыночных отношений, их стратегией и тактикой, маркетинг позволяет добиться же-лаемых результатов в жизни каждого от-дельного человека, коллектива и общества в целом. Цифровая экономика привнесла в нашу действительность новые реалии, возможно-сти и угрозы. В ответ на эти изменения мар-кетинг XXI века непрерывно развивается, привлекает новые технологии и инструмен-ты. В этой связи инновационные технологии в маркетинге получают все большее отраже-ние в научной, учебной и популярной лите-ратуре. Инновационные технологии становятся од-ной из важнейших проблем теории и практи-ки жизнедеятельности любого общества. Особая актуальность их исследования наблюдается в тех областях, где роль марке-тинга наиболее значительна: в сфере само-продвижения и электронной коммерции, банковской и биржевой деятельности, стра-хования. Учебное пособие может быть интересно широкому кругу читателей, занимающихся исследованиями и решением практических вопросов, в том числе представителям пред-принимательских структур и государствен-ных служащих, преподавателям, аспирантам и студентам экономических ВУЗов.
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