Marketing management of intellectual capital in digital business

The article discusses approaches to marketing management of intellectual capital in digital business. It is established that the methodology of marketing management of high-tech products in digital business should include systematization, compliance and application of scientific principles and methods of managerial influence, consideration of internal and external factors of demand formation, the use of pricing strategies for innovative digital products, the development of technologies for strategic marketing and the use of an economic mechanism for technology transfer between the parties to agreements on scientific-technical exchange and cooperation. It is proved that it is necessary to use branding and franchising as effective forms of business organization in digital business. It is determined that the basis of franchising relations can be an investment in a license, which makes it possible to use a well-known and popular trademark. In addition, branding allows you to position and form brand relationships with consumers of digital products. In these conditions, the creation of a website on the Internet will make it possible to directly address the owner of intellectual digital products to the consumer, develop promotion strategies, make changes in the channels of distribution and retention of power when promoting the brand.