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"This proceedings book presents the outcomes of the VII International Scientific Conference "Digital Transformation of the Economy: Challenges, Trends, New Opportunities", which took place in Samara, Russian Federation, on April 26-27, 2019. Organized by the Samara State University of Economics, the conference chiefly focused on digital economy issues, such as theoretical preconditions for the development of economic systems in the digital age and specific practical issues related to real-world business practice. Consisting of six chapters corresponding to the thematic areas of the conference, and written by scientists and practitioners from different regions of Russia, Kazakhstan, the Czech Republic and Germany, the book offers answers to the most pressing questions for todays business community: - How is our world changing under the influence of digital technology? - Is sustainable economic development a myth or reality in the context of digitalization? - What threats and opportunities does digitalization bring? - What are realities and prospects of digitalization in the context of business practice? - How do we create a digital infrastructure for the economy? - How should the legal environment of the economy be transformed in the context of digitalization? The conclusions and recommendations presented are not recipes for solving the existing economic problems, but instead are intended for use in further research on transformation processes in the economy and in the development of state economic policies in various countries and regions"

"The rapid evolution of digital technologies is reshaping the marketing landscape, presenting unprecedented opportunities and complex challenges for businesses. This study explores the strategic implications of digital technology dynamics, focusing on their transformative impact on marketing strategies, consumer behaviour, and business practices by examining key technological advancements, including Artificial Intelligence (AI), Internet of Things (IoT), robotics, and social media platforms. The paper highlights how these innovations are driving personalizations, enhancing costumers experiences, and fostering operational efficiency. The study integrates concepts from Marketing 5.0, Industry 5.0, and Society 5.0 to establish a comprehensive framework that connects technological progress with marketing innovation. Findings indicate that AI and big data analytics enable predictive insights and customized interactions. In contrast, concerns surrounding data privacy and the ethical use of technology underscore the need for responsible innovation. Additionally, the study examines how techonology influences the role of marketing professionals, emphasizing the importance of adaptability and AI compatibility for future practitioners. This research provides actionable insights for marketers and organizations, suggesting strategies to leverage digital technologies for competitive advantage. It also identifies opportunities for interdisciplinary research to deepen understanding of the interplay between technology and marketing. By adressing the strategic integration of emerging technologies, this paper contributes to the broader discourse on sustainable and consumer-centric marketing in an era of continuous technological advancement."

"The rapid evolution of digital technologies is reshaping the marketing landscape, presenting unprecedented opportunities and complex challenges for businesses. This study explores the strategic implications of digital technology dynamics, focusing on their transformative impact on marketing strategies, consumer behaviour, and business practices by examining key technological advancements, including Artificial Intelligence (AI), Internet of Things (IoT), robotics, and social media platforms. The paper highlights how these innovations are driving personalizations, enhancing costumers experiences, and fostering operational efficiency. The study integrates concepts from Marketing 5.0, Industry 5.0, and Society 5.0 to establish a comprehensive framework that connects technological progress with marketing innovation. Findings indicate that AI and big data analytics enable predictive insights and customized interactions. In contrast, concerns surrounding data privacy and the ethical use of technology underscore the need for responsible innovation. Additionally, the study examines how techonology influences the role of marketing professionals, emphasizing the importance of adaptability and AI compatibility for future practitioners. This research provides actionable insights for marketers and organizations, suggesting strategies to leverage digital technologies for competitive advantage. It also identifies opportunities for interdisciplinary research to deepen understanding of the interplay between technology and marketing. By adressing the strategic integration of emerging technologies, this paper contributes to the broader discourse on sustainable and consumer-centric marketing in an era of continuous technological advancement."