INTERNAL MARKETING IN THE CONTEXT OF DIGITALIZATION

Abstract

Marketing is a comprehensive management approach in accordance with the requirements of the environment. However, in the conditions of digitization, digital marketing is often perceived and practiced in a narrow sense - as the use of new digital channels for the company‘s marketing communication with customers. The paper draws attention to the feasibility of understanding digital marketing as a holistic management approach. The case study method is applied and a discussion from the perspective of the contingency theory is presented. The conclusion is that the results of functional marketing activities are contingent on appropriate management processes. Digital marketing requires reasonable organizational and management provision