FROM DIGITAL MARKETING TO DIGITAL MARKETING MANAGEMENT: EVOLUTION OF CONCEPTS AND MANAGERIAL LOGIC

Abstract

The digitalisation of the economy has significantly transformed marketing theory and practice, leading to the rapid development of digital marketing as a set of tools, channels, platforms, and technologies for customer interaction. However, the growing complexity of digital environments, the increasing role of data, and the integration of marketing with sales, service, analytics, and digital platforms require a shift from an instrumental understanding of digital marketing toward the managerial concept of digital marketing management. This conceptual review systematises existing approaches to digital marketing and substantiates digital marketing management as an integrated datadriven management system. Based on the analysis of academic literature on digital marketing, marketing analytics, customer experience management, omnichannel communication, CRM, marketing automation, and digital transformation, the paper identifies the limitations of the tool-based approach and defines the key components of digital marketing management. The findings show that digital marketing management goes beyond the use of digital channels and includes goal-setting, strategic planning, organisation, coordination, performance control, and continuous optimisation of marketing activities. The study contributes to the literature by clarifying the distinction between digital marketing and digital marketing management and by offering a managerial logic for understanding marketing transformation in the digital economy.