Formation of Marketing Strategy of the Enterprise in the Context of Sustainable Development and Digital Transformation
Year: 2024
Type: article
Abstract: The article examines the content of the formation of the enterprise's marketing strategy in the context of sustainable development and digital transformations. The formation of marketing strategies in the context of sustainable development is presented as a process of developing and implementing marketing measures that are aimed not only at increasing the company's profitability and competitiveness, but also take into account social, environmental and economic aspects of sustainable development. The key features of the formation of marketing strategies in the context of sustainable development are identified, which distinguish them from traditional marketing approaches. It is justified that the specified features determine the development of sustainable marketing strategies as a complex and dynamic process aimed at achieving a balance between commercial interests and social and environmental responsibility. The main advantages of using digital technologies in the formation of a marketing strategy to ensure the sustainable development of enterprises are outlined, among which the following are highlighted: increased accuracy of data analysis; optimization of resource use; reducing the ecological footprint; increasing transparency; personalization of marketing campaigns; quick adaptation to changes; improving communication with consumers; cost reduction; increasing customer loyalty; support of an innovative image. It is substantiated that the following are the most modern and innovative digital technologies that can be actively used in the formation of a marketing strategy to ensure the sustainable development of enterprises: big data; artificial intelligence; CRM systems; social media; internet of things; cloud technologies; augmented reality; marketing automation; blockchain; data analytics, etc.
Authors: Zarina Poberezhna, Mykhailo Yurin
Institution: National University "Kyiv Aviation Institute"
Language: English
Subfield: Management of Technology and Innovation
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4407350591