UNDER THE INFLUENCE OF THE "CORONACRISIS": SOME CHANGES IN THE LANDSCAPE OF THE MARKET, MARKETING ARCHITECTURE AND ACTUALIZE OF THE “INTELLIGENT MARKETING”

Abstract

The author examines the transformations caused by the "Coronacrisis", which, forming a new market landscape, change the architecture of modern marketing. The changes taking place in the landscape of the modern market are diverse, but from a marketing point of view, changes that have a serious impact on the marketing architecture include changes in attitudes towards brands on the part of consumers and in branding policies on the part of manufacturers, transformation of consumer behavior patterns and consumer preferences, occurring against the background of a reduction in the number of companies, increased competition, de-globalization of markets, and a decrease in investment in R&D. Under the influence of these changes in the markets, the marketing architecture is also transforming, acquiring more digital competencies, developing relationship marketing, mutual communications with consumers and flexible methods of implementing corporate strategies of companies. The coronavirus crisis, creating difficult conditions for the development of companies, at the same time created opportunities for those of them that are able to develop new business models, form new sales markets by offering new products and move to a new level of development of relations with consumers, corresponding to the challenges of a modern, difficult period economic development. This allows us to actualize the formation of new marketing approaches, which can become "intelligent marketing" aimed at developing such competencies of companies as agile, sensitivity, empathy, and co-creation.