Some features of digitalization marketing activity of a business entity

Digital economy is a new concept and phenomenon in modern economic science and business practice. In Uzbekistan, the formation and development of the digital economy has led to transformations of the marketing complex of the enterprise, forcing it to adapt to the changed environmental conditions. The article indicates the most significant changes in the marketing of the enterprise and their consequences for business entities in the sphere of material production. The author conducted a comparative analysis of the features of traditional and digital marketing. In particular, the advantages of digital marketing are considered and the application of the concept of marketing move theory 4-C. is justified.