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The Use of Modern Marketing Technologies as a Tool to Enhance the Competitiveness of Enterprises
Serov V. V., Korol Y. K.

Serov, Volodymyr V., and Korol, Yurii K. (2024) “The Use of Modern Marketing Technologies as a Tool to Enhance the Competitiveness of Enterprises.” Business Inform 9:457–462.
https://doi.org/10.32983/2222-4459-2024-9-457-462

Section: Management and Marketing

UDC 338.4:658

Abstract:
The current stage of market transformations of the economy is characterized not only by the globalization of economic relations, but also by uncertainty, chaotic competitive trends, and distortion of the system of economic relations, which forms, in turn, a very inconsistent environment of competition of enterprises, where the main conditions for their survival are organizational flexibility, dynamism, mobility and adaptation to changing environmental conditions. Under the influence of a changing external environment, enterprises face such problems as reduced competitiveness, decreased market share, decline in the level of profitability of production, decreased brand recognition, decrease in the share of loyal consumers, and others. Increasing the competitiveness of modern enterprises is inextricably linked to the need to manage competence in the field of technology, knowledge of costs and flexible changes in relation to a dynamically transforming environment. Modern marketing technologies are a powerful tool for increasing the competitiveness of enterprises, especially in the face of rapid changes in the market and global competition. Their use allows you to optimize business processes, improve the quality of customer service, strengthen your position in the market and ensure stable development in the future. Analytical technologies provide an opportunity to collect and analyze data about consumers and the market. This allows businesses to make more informed decisions, adapt to change, and implement more accurate marketing strategies. The use of modern technologies, such as mobile marketing and social media, allows for more personalized contacts with consumers, leading to increased brand loyalty and trust. Modern marketing technologies not only help businesses achieve short-term goals, but also contribute to their long-term development strategy. They enable businesses to remain agile and competitive in a changing market environment and effectively manage marketing processes, better engage with customers, and respond faster to market changes, leading to stable and sustainable business growth.

Keywords: marketing, tools, technologies, market, competitiveness.

Tabl.: 1. Bibl.: 14.

Serov Volodymyr V. – Research Associate, Department of Economics, Management and Transfer of Innovations in Livestock Farming, Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine (1a Tvarynnykiv Str., Kharkiv, 61026, Ukraine)
Email: [email protected]
Korol Yurii K. – Research Associate, Department of Economics, Management and Transfer of Innovations in Livestock Farming, Livestock Farming Institute of National Academy of Agrarian Sciences of Ukraine (1a Tvarynnykiv Str., Kharkiv, 61026, Ukraine)
Email: [email protected]

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