Modern marketing technologies as a tool to increase the competitiveness of enterprises

This article examines the mutual influence of modern means of increasing competitiveness and marketing, as one of the driving forces of digitalization of various industries. As a confirmation of their relationship, the example of a number of Italian enterprises that have implemented modern marketing technologies is considered. In addition, modern marketing opportunities in the application of Industry 4.0 achievements are considered. As a result, the author concludes about the future possibilities of using technologies in the framework of marketing activities and business in general.