Abstract
The purpose of this article is to determine the contribution of digital marketing technologies to improving the quality of high-tech products in Kazakhstan, as well as to identify prospects for improving quality management practices in high-tech projects in Kazakhstan using a digital approach to marketing. Based on international statistics from IMD and WIPO for 2013–2022, using the correlation analysis method, the results of implementing high-tech projects in quality management using alternative approaches (digital and pre-digital) to marketing in Kazakhstan are compared. The key conclusion is that in Kazakhstan, quality management in high-tech projects using digital marketing technologies is preferable. The key ones are: personnel marketing, product marketing and process marketing. The theoretical significance of the obtained results is that they allowed us to rethink quality management processes in the implementation of high-tech projects in the digital economy of Kazakhstan, and also revealed promising digital marketing technologies based on AI, IoT, Big Data, the Internet, mobile devices, chatbots, machine vision, smart consultants and virtual assistants (VR / AR). The practical significance is due to the fact that the developed digital approach to marketing allows us to improve the practice of quality management in high-tech projects in Kazakhstan. The author's approach includes a marketing mix of quality management in high-tech projects using digital marketing technologies in Kazakhstan. The approach also reveals the organizational and technological aspects of quality management in high-tech projects in Kazakhstan with a digital approach to marketing.