MARKETING APPROACH TO THE MANAGEMENT OF KNOWLEDGE AND INFORMATION SYSTEMS IN THE DIGITAL ECONOMY

Abstract

We studied the features of implementing cloud computing services in electronic medicine by the example of four companies, which are world leaders in the IT sphere. We also identified the directions for implementing these services, their advantages, drawbacks, and possibilities for adaptation. It was shown that among the four studied technologies (IBM Cloud, Microsoft Azure Open AI, Google Cloud, and Amazon Web Services), only the first one has rather high adaptability in the medical sphere. Three others have unique capabilities, but more features in the context of implementation and segments of consumers. The marketing approach, applied in each company during the promotion of services (products) of partner companies that use their cloud computing in the management of electronic medicine, is connected with the focus on the key advantages of the digital offers and consideration of consumer needs. We revealed the necessity for the use of a more complex marketing approach during the promotion of digital solutions, which are aimed at the management of certain processes that cover a narrow range of consumers. The goal of this research was to reveal the features of the use of the marketing approach (tools for promoting products (services)) in the management of knowledge and information systems in the digital economy. The key research methods utilised in this paper include the aspect analysis, the method of deconstruction, the statistical method, and comparative analysis.