Digital transformations of service marketing: theoretical fundamentals and directions

The conceptual approaches to definition of the purposes, principles and directions digital transformation marketing activity enterprises offering services according technologies methods Marketing 4.0 have been proved on basis modern theories service marketing. inclusiveness customer-focused revealed. omnichannel communications integration availability online offline channels clients interaction, digitalization client managerial experience has substantiated.
 Object Research: in context concept.
 Investigated Problem: essence transformations activities field services.
 Main Scientific results: based cross-channel interaction models customer revealed analysis theoretical characteristics determining its development economy accordance with Field Practical Usage Research Results: practical application mix channels.
 Innovative Technological Product: main transformation, that is communications, as well management Application researches practice enterprises.