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Marketing tools for ensuring the competitiveness of an enterprise in the context of digital transformation

Author

Listed:
  • Oksana Karpenko

    (Higher Educational Institution "Academician Yuriy Bugay International Scientific and Technical University")

  • Yevhenii Matviichuk

    (State University of Infrastructure and Technologies)

Abstract

The article is devoted to the study of marketing tools for ensuring the competitiveness of an enterprise in the context of digital transformation. Today's business landscape is changing rapidly due to the process of digital transformation. Digital technologies affect all aspects of businesses and require them to be flexible and responsive to change. In such conditions, ensuring competitiveness becomes a key task for any enterprise. To remain competitive, businesses must be ready to implement new technologies and processes that can help improve their productivity and efficiency. One of the key strategies for ensuring competitiveness in the digitalized economy is the active use of digital marketing tools. The features of modern digital marketing tools are characterized and defined. To compete successfully in the digital economy, enterprises need to actively use these technologies and constantly adapt their marketing strategies to changes in consumer behavior and technological trends. This is the only way they will be able to maintain their competitiveness and ensure sustainable development in the current environment.

Suggested Citation

  • Oksana Karpenko & Yevhenii Matviichuk, 2024. "Marketing tools for ensuring the competitiveness of an enterprise in the context of digital transformation," Economic Synergy, Higher Educational Institution Academician Yuriy Bugay International Scientific & Technical University, issue 1, pages 31-43.
    • Handle: RePEc:bja:isteus:y:2024:i:1:p:31-43
    DOI: 10.53920/ES-2024-1-3
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    File URL: https://es.istu.edu.ua/EconomicSynergy/article/view/176/127
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    More about this item

    Keywords

    digital transformation; competitiveness; digital marketing tools; enterprise; innovation; digital technologies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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