The influence of modern technologies on the marketing system

This article examines the degree of influence of modern technologies on marketing within enterprises. Current trends and rules are forcing many companies to think about their implementation in their activities, thus joining the process of universal digitalization. The study analyzed the statistics of Internet use in the Russian Federation, assessed changes in consumer behavior, and provided examples of technologies that are actively used in business processes. The result of the work carried out was a conclusion describing each change that occurred in the marketing functions and the 4P system.