In today's environment, the use of digital marketing tools is of great importance for domestic manufacturers, as it allows them to promote their products to the world markets quickly, with a relatively small cost, to provide target audience influence, to form and enhance their own image, as well as the image of their products, etc. The constant updating of the Digital Marketing tools and the disagreement among scientists regarding the systematization and classification of the objects of the digital environment need further consideration. The authors attempt to further develop the classification of digital marketing tools in the terms of identifiing new classification attribute "By type of mediation", which contributes to further systematization of digital tools, deepening understanding of the impact of various tools (direct, indirect), the degree of their specialization and economic interest, that makes possible their effective implementation at different entities. The comparative analysis of the main digital tools is being held resulting in defining their characteristics and the peculiarities of application. It is suggested to determine the importance factor of using each digital tool to promote industrial production by the method of pairwise comparison. It is proposed to consider the importance factor of using a particular digital tool when calculating the cost-effectiveness of using it.

The paper reveals the concept of disruptive technologies as a phenomenon that opens a new cycle of productive forces development. The paper shows essential disruptive technologies which have determined the change of socio-economic formations of human development: from agrarian societies to industrial and post-industrial ones. The authors of the article have analyzed key disruptive technologies which form the basis for the Internet of Things. Thus, it is stated that the innovations created on the basis of personal computers, mobile phones, Internet, Wi-Fi, renewable energy, 3D printers, digital technology, artificial intelligence, RFID tags, GPS, robots, and «cloud» technologies are the original components of the Internet of Things. A prognosis is that 37 billion devices will have been connected to the Internet of Things in the world by 2024. The paper demonstrates the economic view on disruptive technologies as a phenomenon that changes the benefit-cost ratio. The article reveals possible positive and negative effects of the implementation of disruptive technologies. The concept of the so called «the innovator's dilemma» is discussed, and two principles of disruptive technologies are shown (creative, since it opens a new technological cycle, and destructive, since it undermines the production bases). The authors have empirically estimated the effects of key drivers that impact the average global GDP per capita. Thus, energy use, fixed telephone subscriptions (per 100 people), gross capital formation, improvements in life expectancy, and an increase in mobile cellular subscriptions are among the factors that increase the economic performance.

The research aimed to identify promising areas and outline problems associated with the transition of Ukrainian industrial enterprises towards advanced innovative development based on information and knowledge and to formulate recommendations for improving the knowledge management and commercialisation at these enterprises. The study used several methods for analysis, including a literature review; system, structural and statistical analyses; SWOT analysis; the inference method; and interpretation. The research efforts resulted in systemised major sources of knowledge in an enterprise and types of their utilisation. The performed analysis found the key ways to obtain and commercialise knowledge used by Ukrainian industrial enterprises. The results were compared with data of the EU countries. The analysis produced strengths and weaknesses of the existing knowledge management system used in Ukrainian enterprises. Strengths: growth in the number of enterprises producing new knowledge and implementing marketing and organisational innovations; intensified patent activity; and a rational structure of innovation-active enterprises by their size. Weaknesses: the new knowledge structure does not meet the needs of enterprises; an insignificant and unstable share of innovation-active enterprises in the total number of firms; and insignificant sales volumes of patents. The research revealed that Ukrainian enterprises had the potential ability to produce and commercialise new knowledge effectively and to use it as the basis to form, strengthen and implement relative competitive advantages, which would contribute to the innovative growth of the Ukrainian economy as a whole. Recommendations were designed for the formation of prerequisites necessary to improve the efficiency of knowledge management in the context of conditions required for the innovative development of domestic enterprises. The obtained results can be used as an information base for evaluating the system of knowledge production and commercialisation at Ukrainian enterprises to enhance the management and identify promising areas for innovative development.

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The article clarifies the definition of an Internet platform. The main markets are identified where the use of Internet platforms would be most appropriate. The existing definition of Internet platforms is analyzed and the author’s vision is proposed, which is based on the research. The main characteristics of the Internet platform for the promotion of industrial goods are highlighted. It is noted that in the modern world of digital technologies, Internet platforms have wide opportunities and prospects for application by domestic industrial enterprises. The main purpose of the existence of Internet platforms is to help enterprises whose goal is to enter global markets. Due to the high technical level, their implementation can significantly increase the speed of logistics operations, increase the efficiency of activities (communication, logistics, innovation, investment, etc.), improve its quality (thanks to customization), realize unique after-sales service opportunities for various markets, various target consumer groups, etc. The use of Internet platforms by industrial enterprises is, on the one hand, aimed at establishing mutually beneficial relations with stakeholders, and on the other, at coordinating the company's internal business processes with external capabilities and threats. The author formulated the main features of the creation and use of Internet platforms for the promotion of industrial products, identified the business processes of an industrial enterprise when using an Internet platform. Separately, a structural diagram of the business processes of an industrial enterprise using the Internet platform is proposed. Keywords: Internet platform, business processes, tools, industrial enterprises.