Assessment of external determinatives affecting the formation and financing of marketing strategies in the field of information technology

Abstract

The purpose of this article is to substantiate the key determinants of the external environment, which significantly affect the formation and financing of modern marketing strategies in the field of information technology. The study analyzes the system of financing marketing strategies in the field of information technology in Ukraine. According to the results of the literature review, the synergistic effect of the influence of determinants on the policy of formation and financing of marketing strategies in the field of information technology is identified. For this purpose, the method of economic analysis was used to assess the strength of the relationship between different determinants, the synergetic method, which revealed a possible group effect on the formation and financing of marketing strategies. In addition, the method of multiple regression analysis was used to reflect the influence of factors on the level of financing of marketing strategies in the field of information technology. The innovativeness of the obtained results is disclosed through the developed scientific approach to assessing the relationship of certain determinants in the field of formation and financing of modern marketing strategies in the field of information technology by identifying the common effect of influence. The results of the study substantiate the fact that martial law has a negative impact on the formation and financing of modern marketing strategies in the field of information technology. The results of the calculations showed that the development of information technology is explained by significant changes in the external environment. The study has limitations in the form of taking into account only the field of information technology and not taking into account other factors that also indirectly have an impact. Prospects for further research will be aimed at studying the determinants of the post-war period.