Abstract: ct. In today’s conditions, the trends of combining marketing and innovation with the use of digitalization are becoming more and more relevant, but the latest trends and integration lead to the problem of finding effective enterprise management systems, including in the field of marketing, capable of increasing their capitalization. Despite the variety of significant scientific results in solving this problem, some of its aspects have not been properly presented or require further development. Therefore, there is a need for scientific substantiation of the mechanism of formation of the complex value of the enterprise, which should be based on taking into account VUCA conditions, the development of digital technologies and the impact of digital marketing on the level of capitalization of the enterprise. After all, the correct use of digital tools can help the company attract new customers, increase its popularity and competitiveness, as well as reduce the costs of traditional marketing.

The article scientifically substantiates and structures the mechanism of formation of the complex value of the enterprise. It is proposed to consider this mechanism through the prism of three levels: corporate, business level and functional, taking into account the context of modern conditions of life in society and conducting business, the characteristics of which reflect the VUCA world, digitalization, Big Data.

It is emphasized that the development of the enterprise as a complex dynamic system requires the use of generalizing indicators in decision-making processes, an important place among which is the value of the enterprise, and the dynamics of changes in value is an important indicator of the quality of enterprise management. The relationship and influence of marketing on the formation of the complex value of the enterprise is determined.