MODERN MARKETING TECHNOLOGIES AS A TOOL FOR EFFECTIVE BUSINESS MANAGEMENT IN THE CONTEXT OF GLOBALIZATION

Authors

  • Oleh Kuzmak
  • Artur Shaidyuk

DOI:

https://doi.org/10.25264/2311-5149-2020-19(47)-57-63

Keywords:

globalization, integration, marketing technologies, competitiveness, efficiency, management, brand

Abstract

Globalization through increased trade liberalization and the development of new technologies has led to a sharp increase in trade and economic turnover of goods and services, as well as an increase in the exchange of financial resources.
Accordingly, effective marketing, which would take into account the various factors of the environment and the peculiarities of integration processes, becomes one of the tools to provide the prerequisites for competitive advantage in both national and global markets.
At the same time, the use of modern marketing technologies in the management of marketing activities allows companies to increase turnover, become more personalized and become attractive to consumers. And, most importantly, not only the interface between brands and consumers is changing, but the correct application of marketing technologies allows modern companies to improve their financial situation, strengthen their position and facilitate integration into competitive global markets.
The purpose of the study is to develop theoretical provisions and practical recommendations on the field, meaning and features of modern marketing technologies, their impact on the commercial activities of enterprises and strengthening competitive positions in domestic and global markets.
The article examines the importance and necessity of the modern marketing technologies application in the activities of modern enterprises in a competitive global environment. In particular, the content, specifics, features of the formation of marketing technologies are considered. The purpose and directions of the marketing technologies application and their influence on competitiveness of domestic enterprises both in the domestic and global markets are substantiated.
The conducted research gives grounds to conclude that marketing technologies are important for the effective operation of domestic enterprises. Proper selection and correct application of modern marketing technologies allows companies to improve marketing management processes, expand the target audience, increase sales, strengthen their market position, increase their image and brand interest in national and international markets.

How to quote:


Kuzmak OI, Shaidyuk AS Modern marketing technologies as a tool for effective management of enterprises in the context of globalization. Scientific notes of the National University "Ostroh Academy". Series "Economics": a scientific journal. Ostrog: NaUOA Publishing House, September 2020. № 19 (47). Pp. 57–63.

Formula: 0; fig .: 0; tab .: 0; bibl .: 11.

Link:


1. Neuland, E., Hough, J. (1999). Globalization of the world economy: The need for global strategies and mindsets
for South African management. Paper delivered at the EBM Conference Port Elizabeth.
Neuland, E., Hough, J. (1999). Globalization of the world economy: The need for global strategies and mindsets for
South African management. Paper delivered at the EBM Conference Port Elizabeth. [in English].
2. Redding, S. (1999). Dynamic comparative advantage and the welfare effects of trade. Oxford Economic Papers,
51 (1), 15-39.
Redding, S. (1999). Dynamic comparative advantage and the welfare effects of trade. Oxford Economic Papers,
51 (1), 15-39. [in English].
3. Novikova MM Marketing research of sustainable development in the context of global challenges: a monograph.
Kharkiv. nat. un-t city. household in them. OM Beketova. Kharkiv: Tochka Publishing House, 2018.
Новикова, М.М. (2018). Marketynhovi doslidzhennya staloho rozvytku v umovakh hlobalnykh vyklykiv: monohrafiya
[Marketing research of sustainable development in the context of global challenges]. Kharkiv. nats. University Misk. hosp-va
im. OM Beketova. Kharkiv: Vydavnytstvo “Tochka”. [in Ukrainian].
Gordeeva TF Transformation of international marketing technologies according to modern global trends
markets. Global and national economic problems. 2015. № 8. S. 30–34. URL: http://global-national.in.ua/
archive / 8-2015 / 07.pdf (access date: 22.11.2020).
Гордеева, Т.Ф. (2015). Transformatsiya tekhnolohiy mizhnarodnoho marketynhu za suchasnykh trendiv hlobalnykh
markets. [Transformation of international marketing technologies in the current trends of global markets]. Global ones
ISSN 2311-5149
ECONOMICS AND MANAGEMENT OF INDUSTRIES AND ENTERPRISES
© OI Kuzmak, AS Shaidyuk
Scientific Notes of the National University "Ostroh Academy", series "Economics", № 19 (47), December, 2020 63
national economic problems. [Global and National Economic Problems], 8, 30-34 <http://global-national.in.ua/
archive / 8-2015 / 07.pdf> (2020, November, 22). [in Ukrainian].
4. Kotler F. 10 deadly sins of marketing: Signs and methods of solving. Kyiv: VD "Kyiv-Mohyla
Academy ", 2006.
Kotler, P. (2006). 10 smertnykh hrikhiv marketynhu: Oznaky i metody vyrishennya. [10 Deadly Sins of Marketing:
Signs and Solutions]. Kyiv. VD "Kyyevo Mohylyanska Academy". [in Ukrainian].
5. Boyett J. Marketing Guru. What to be marketing in the third millennium; lane. with English Moscow: Exmo,
2004.
Boyette J. (2004). Marketing guru. How to be a marketer in the third millennium; per. with English [Marketing guru.
What to be like for marketing in the third millennium; per. from English.]. Moscow: Exmo. [in Russian].
6. Kotler F., Carthage H., Setiavan A. Marketing 3.0: from products to consumers and further - to the human soul; lane. with English A. Yu. Zayakin. Moscow: Alpina Business Books, 2012.
Kotler, P., Kartajaya, H., Setiawan, I. (2012). Marketing 3.0: from products to consumers and further - to chelovecheskoy
dushe [Marketing 3.0: From Products to Customers to the Human Spirit]. Moscow: Al’pina Business Books. [in Russian].
7. Tsygankova T., Ishchenko A. Marketing technologies for the formation of export competitiveness of companies. International economic policy. 2017. № 1 (26). Pp. 7–27.
Tsygankova, T., Ishchenko, A. (2017). Marketynhovi tekhnolohiyi formuvannya competitivenesspromozhnosti
export company. [Marketing technologies for the formation of export competitiveness of companies]. International
economic policy. [International Economic Policy], 1 (26), 7-27. [in Ukrainian].
8. Ilyicheva IV Marketing technologists: a textbook. Ulyanovsk: UlSTU, 2012.
Ilyicheva IV (2012). Marketingovyye tekhnologii: uchebno-metodicheskoye posobiye. [Marketing technologies:
training manual.]. Ulyanovsk: UlGTU. [in Russian].
9. D. Ford, M. Saren. (2001). Managing and Marketing Technology. Thompson Learning, London, 50.
D. Ford, M. Saren. (2001). Managing and Marketing Technology. Thompson Learning, London, 50. [in English].
10. Shaleva OI E-commerce: textbook. way. Kyiv: Center for Educational Literature, 2014.
Shaleva, OI (2014). Electronic commerce: navch. [E-commerce: textbook. way.]. Kyiv: Tsentr
uchbovoyi literatury. [in Ukrainian].
11. Pickton, D. (2010). What is integrated marketing communications? Integrating ‘integrated marketing
communications ’: 3 Models, 4Cs, 4Es, 4Ss, and a Profile <https://www.researchgate.net/publication/313361674>
(2020, November, 30).
Pickton, D. (2010). What is integrated marketing communications? Integrating ‘integrated marketing
communications ’: 3 Models, 4Cs, 4Es, 4Ss, and a Profile <https: // www.researchgate.net/publication/313361674>
(2020, November, 30). [in English].

Ліцензія Creative Commons

This magazine is licensed under a Creative Commons Attribution-Noncommercial 4.0 International License.

The texts of the journal's articles are checked with the help of an anti-plagiarist
UniCheck

Published

2021-02-03