Problem. The problem addressed in this article is the need to develop and disclose marketing technologies for the increment of intangible assets of trading intermediaries and manufacturing companies selling their products on marketplaces to enhance their competitiveness. The study showed that intangible assets are involved in the implementation of the marketing mix in the range of 27 % to 100 % of cases, depending on the specific element. Understanding this circumstance actualizes the task of growing the intangible assets of seller companies in the e-commerce market using marketing technologies, considering that the main part of these assets is formed precisely in this (intangible) sphere. The recommendations are based on the author's practical experience in organizing the work of the trading company Wildberries, as well as the study of statistics from analytical systems supporting the activities of this marketplace. Methodology. The study employed methods of statistical and financial analysis, decomposition, and social engineering in its sociological aspect. Research Results. The main results of the study include substantiating the logic of transforming marketing goals and objectives into a company's strategy and business model, the place of intangible assets in this work, as well as the set of technologies used to create a unique selling proposition, a recognizable brand, digital assets, and to form business process flexibility. The disclosed methods and solutions are of interest to both sellers mastering e-commerce techniques and, indeed, to marketplaces building their interaction policies with other market participants. The practical application of the recommendations is possible without special adaptation on various trading platforms by all e-commerce participants.
