Яценко, Ольга МиколаївнаYatsenko, OlhaЯценко, Ольга НиколаевнаПацьола, Л. В.Patsola, L.2020-04-022020-04-022017Яценко О. М. Глобальні тренди маркетингу в ІТ-бізнесі / Яценко О. М., Пацьола Л. В. // Вісник Одеського національного університету. Серія: Економіка : зб. наук. пр. / Одес. нац. ун-т. ім. І. І. Мечникова ; [редкол.: І. М. Коваль (голов. ред.) та ін.]. – Одеса, 2017. – Т. 22, вип. 11. – С. 36–41.2304-0920https://ir.kneu.edu.ua:443/handle/2010/32641In the article are researched dominates of international marketing activity in the IT sphere in the conditions of hyper-competition and dynamic development of companies providing the corresponding services. As a result of the research, it was found that IT companies are widely implementing the benefits of digital marketing, but the marketing mix also includes traditional marketing technics. It has been determined that while increasing marketing costs IT companies can increase net income. The marketing of the Big Five companies has been substantiated, and based on this have been offered marketing technics, which, with their correct and consistent use, will maximize profit.ukмаркетингміжнародний маркетингмаркетингові інструментицифровий маркетингІТІТ-компаніїmarketinginternational marketingmarketing toolsdigital marketingITIT companiesArticle339.138:004.738.5