THE DEVELOPMENT AND REALIZATION OF MARKETING POLICY OF TELECOM COMPANY IN THE CONTEXT OF “DIGITAL KAZAKHSTAN” AND GLOBAL TRENDS

Purpose of the research is to analyse the processes of the development and realization marketing policy of telecom company, in the context of “Digital Kazakhstan” and global trends in the case of Joint Stock Company “Kazakhtelecom”.
Methodology – in the research process authors were used scientific methods of learning: dialectic, abstract logical approach, analysis and synthesis, the special methods of research: SWOТ – analysis, as well as analytical and graphic approaches.
Originality/value of the research is to develop of theoretic - methodological and practical approaches to the development and realization marketing policy of telecom company in the context of “Digital Kazakhstan” and global trends.
Findings – to the main results of research can be considered as follows:
1) considered and systematized scientific perspectives, approaches to the understanding marketing policy and content of marketing strategies for the development companies in modern conditions, also identified specificity the development of marketing policy of telecommunication industry companies and need for it continuously improved;
2) analyzed economic situation in world modern market for information technology services and determined development trends of IT-market in Kazakhstan;
3) a comprehensive review to examine how the development and realization of marketing policy of Joint Stock Company “Kazakhtelecom”, which offered marketing strategy of company;
4) proposed ways to further improve marketing policy of Joint Stock Company “Kazakhtelecom” in the context of “Digital Kazakhstan” and global trends.

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