MARKETING TECHNOLOGIES FOR SEGMENTATION AND REBRANDING

The article discusses the main trends in the development of modern marketing based on the integrated approach, identifies the causes and factors of the transition to a new marketing paradigm. Some technologies and tools for segmenting markets and their levels, as well as tools for studying needs and selecting target segments in the context of digitalization, are considered. The stages and their contents of rebranding are determined on the basis of the formation of an anti-crisis marketing program.