2409-1634Research result. Economic Research2409-163410.18413/2409-1634-2016-2-4-38-45956branch and regional economyTHE TRANSFORMATION OF THE CONTENT OF THE CONCEPT OF THE MARKETING MIX, TAKING INTO ACCOUNT THE DEVELOPMENT OF INFORMATION TECHNOLOGIESTHE TRANSFORMATION OF THE CONTENT OF THE CONCEPT OF THE MARKETING MIX, TAKING INTO ACCOUNT THE DEVELOPMENT OF INFORMATION TECHNOLOGIESPogoreliyMark Yu.PogoreliyMark Yu.pogorelii@bsu.edu.ru20162400

The high degree of competition, a wide assortment of high-tech products, high requirements of a customer characterize the current stage of development of the IT-industry. 4R concept was proposed at the initial stage of marketing as a science. Real products, real channels of distribution were dominant in that period. The mass media were not developed. Paradigm marketing mix becomes the object of criticism from the standpoint of the modern period, when the new business environment is being formed, various possibilities of digital and information technologies are being created. The reasonable use of the concept of the marketing mix in the field of the IT-industry will enable to achieve more stable sales of volumes on the condition of adequate orientation of high-tech products manufacturer to the needs of the consumer.

The high degree of competition, a wide assortment of high-tech products, high requirements of a customer characterize the current stage of development of the IT-industry. 4R concept was proposed at the initial stage of marketing as a science. Real products, real channels of distribution were dominant in that period. The mass media were not developed. Paradigm marketing mix becomes the object of criticism from the standpoint of the modern period, when the new business environment is being formed, various possibilities of digital and information technologies are being created. The reasonable use of the concept of the marketing mix in the field of the IT-industry will enable to achieve more stable sales of volumes on the condition of adequate orientation of high-tech products manufacturer to the needs of the consumer.

Information Technologymarketingcompetitive conditionsdominant paradigmdigital technologyconcept of “marketing mix”revisionist schoolelectronic marketing mixfactorsmilieumodelmarketing toolselementsCustomersintegrationmarketing supportbrand4P7P marketing mixmodel 3С+Imodel 4P+P+C+Smodel 8РInformation Technologymarketingcompetitive conditionsdominant paradigmdigital technologyconcept of “marketing mix”revisionist schoolelectronic marketing mixfactorsmilieumodelmarketing toolselementsCustomersintegrationmarketing supportbrand4P7P marketing mixmodel 3С+Imodel 4P+P+C+Smodel 8РСписок литературыPavlova, M. P., Ralyk, D. V. Marketing of information services//Nauka-rastudent.ru. – 2015. – No. 10 (22)/. - [Electronic resource] – Access mode: http://nauka-rastudent.ru/22/2953/ (date of address: September 5, 2016).Federal law «About Information, Information Technologies and on Information Security» of 27.07.2006 N 149-FZ (edition of 06.07.2016). - [Electronic resource] – Access mode: http://www.consultant.ru/search/?q=%D0%A4%D0%97+%E2%84%96+149-%D0%A4%D0%97 (date of address: September 5, 2016).Andreini, D. (2006). The Evolution of the Theory and Practice of Marketing in Light of Information Technology, in Krishnamurthy S. Contemporary Research in E-Marketing, Vol. 2, pp. 168-215.Borden, N. H. (1964). The Concept of the Marketing Mix. Journal of Advertising Research, 24 (4): P. 7-12.Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2000). Internet Marketing, Strategy, Implementation and Practice, FT/Prentice Hall.Chen, C-Y. (2006). The comparison of structure differences between internet marketing and traditional marketing. International Journal of Management and Enterprise Development, 3 (4): P. 397-417.Constantinides, E. (2002). The 4S Web-Marketing Mix model. Electronic Commerce Research and Applications, 1: P. 57-76.Dominici, G. (2008a). Holonic Production System to Obtain Flexibility for Customer Satisfaction. Journal of Service Science and Management, 1 (3): P. 251-254.Fjermestad, J., & Romano N. C. J. (2003). An Integrative Implementation Framework for Electronic Customer Relationship Management: Revisiting the General Principles of Usability and Resistance, proceedings of the 36th Hawaii International Conference on Systems Sciences.Kalyanam, K., & McIntyre, S. (2002). The E-marketing Mix: a Contribution of the E-Tailing Wars. Academy of Marketing Science Journal, 30 (4): P. 487-499.Klein, L. R. (1998). Evaluating the potential of interactive media through a new lens: Search versus experience goods. Journal of Business Research, 41: P. 195-203.Lawrence E., Corbitt, B., Fisher, J. A., Lawrence, J., & Tidwell, A. (2000). Internet Commerce: Digital Models for Business (2nd ed.), Wiley & Sons. Marketing Science Journal, 30 (4): P. 487-499.Moller, K. E. (2006). Comment on: The Marketing Mix Revisited: Towards the 21st Century Marketing? by E. Constantinides. Journal of Marketing Management, 22 (3): P. 439-450.Pastore, A., & Vernuccio, M. (2004). Marketing, Innovazione e Tecnologie Digitali. Una lettura in ottica sistemica, Padua (IT): Cedam.Popovic, D. (2006). Modelling the marketing of high-tech start-ups. Journal of Targeting, Measurement and Analysis for Marketing, 14 (3): P. 260-276.Prandelli, E., & Verona, G. (2006). Marketing in Rete, Milan: McGraw-Hill.Schultz, D. E. (2001). Marketers: Bid Farewell to Strategy Based on Old 4Ps. Marketing News, 35 (2): 7.Yudelson, J. (1999). Adapting McCarthy’s Four P’s for the Twenty-First Century. Journal of Marketing Education, 21 (1): P. 60-67.