Digital Marketing Management in the Impression Economy: Theory and Practice

The theoretical, methodological and practical foundations of organizational and economic support for digital marketing management in the impression economy are considered. The essence and interrelation of the concepts of "management", "digital marketing", "digital marketing management", "impression marketing", "impression" are studied; the current state of digital marketing is analyzed. The conceptual approach to building organizational and economic support for digital marketing management in the impression economy is substantiated. Conceptual principles for evaluating impressions in digital marketing are developed. Recommended for researchers, teachers, doctoral students, postgraduate students and students of economic specialties of higher educational institutions.