Year: 2025
Type: article
Abstract: The article is devoted to the analysis of strategic planning of marketing activities as a key element of ensuring the competitiveness of enterprises and the sustainable development of the national economy. It reveals the theoretical, methodological and practical aspects of the formation of marketing strategies in the conditions of globalization and digitalization. In modern conditions of global competition, technological transformations and changes in consumer preferences, strategic planning of marketing activities acquires special importance, since it contributes to the harmonization of the interests of business, state and society, stimulates innovative development and ensures effective integration into international market processes. The aim of the article is to deepen the theoretical and methodological understanding of the essence of strategic planning of marketing activities, determine its role in increasing the competitiveness of the economy and develop practical recommendations for the integration of marketing strategies into the system of the national economy. The study is based on the analysis of scientific literature, a combination of classical theories of strategic management (theory of the resource base, the concept of dynamic capabilities) and modern marketing approaches (digital marketing, neuromarketing). It has been established that strategic planning of marketing activities is a multi-level process that covers target, resource and procedural aspects. The key stages of the formation of marketing strategies have been identified: environmental analysis, development of alternatives, selection of the optimal scenario, planning and monitoring. It has been proven that the integration of marketing strategies into state programs contributes to the development of exports, attraction of investments and increase of the technological level of the economy. Further research should be focused on the development of adaptive models of strategic marketing planning taking into account rapid technological changes, deepening the analysis of the impact of state policy on marketing activities, as well as studying the role of artificial intelligence and big data in increasing the effectiveness of marketing strategies in a globalized environment.
Author: Denis Yashin
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410826471