Abstract: The paper is devoted to the study of problems, contradictions and vectors of development of the concept of international marketing and its practical implementation in the digital economy, the need for harmonious integration of theoretical foundations and practical technologies of international and digital marketing. Priority attention is focused on the analysis of the process of forming approaches to the interpretation of the essence of digital marketing with a view to specifying its boundaries, functions, principles, methods and tools; the issue of relevance of existing models of "traditional marketing" in a developed digital environment, their effective compatibility with the constantly and dynamically improving "digital marketing" technologies; development and substantiation of the basic format of the international marketing mix of a company in the global digital environment and identification of strategically important areas of development. It is shown that today, despite a significant number of definitions, there is only the formation of clear approaches to understanding the essence of "digital" marketing, while the range of application of the term is constantly expanding, which "devalues" to some extent the "classical" marketing. At the same time, in the theoretical dimension, the author has identified a tendency to integrate digital (online) and non-digital (offline) technologies and channels, which has made it possible to define modern marketing as a harmonious set of online and offline technologies and tools that take into account sectoral and environmental aspects, the integrated use of which will ensure the necessary response of the target market (segment) to business offers.

It is proved that the models of "traditional" marketing are also relevant in the global digital environment, the potential for their harmonisation with digital technologies is demonstrated, and the priority marketing areas of application of the latter are identified in terms of their functional orientation. The objective necessity and practical feasibility of integrating international marketing activities with the unique capabilities of digital technologies are substantiated. The seven-component basic structure of the international marketing complex is proposed and the digital component of each is developed.

Given the presence in international economic activity of several types of marketing mixes (standardised, adapted/differentiated and combined), the article identifies a group of specific factors of adaptation to the conditions of target foreign markets due to the use of digital technologies: purely technological (prevailing payment systems and social networks, generation of wireless Internet, etc.) and communicative (peculiarities of content perception, digital literacy, etc.), which are crucial for such components of the digital marketing mix as “Promotion”, “Place”, “People”, “Process”, “Physical evidence”.