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Information × Registration Number 0225U000876, (0124U001510) , R & D reports Title The latest marketing technologies and their specificity in the activities of Ukrainian enterprises popup.stage_title Новітні технології маркетингу та їх специфіка в діяльності підприємств України Head Kitchenko Olena М., к.е.н. Registration Date 21-01-2025 Organization National Technical University "Kharkiv Polytechnic Institute" popup.description1 Research and analysis of modern marketing technologies in order to determine their effectiveness and specific features of application in the conditions of Ukrainian enterprises. Development of recommendations for the integration and optimisation of these technologies to increase the competitiveness and effectiveness of the marketing strategy of national companies. popup.description2 The study is devoted to the analysis and implementation of the latest marketing technologies in the activities of enterprises of the printing sector of Ukraine, in particular under martial law. The work is relevant due to the need to increase the efficiency and stability of business in crisis conditions, as well as adapt Ukrainian enterprises to modern challenges of the market environment. The purpose of the work is to identify the features of the use of the latest marketing technologies in the activities of Ukrainian enterprises and develop recommendations for their optimal application, taking into account the specifics of market conditions. The scientific novelty is the justification of the effectiveness of the use of innovative technologies, such as Big Data, artificial intelligence (AI), CRM systems and digital marketing, in the printing industry. For the first time, specific challenges and advantages of using these technologies under martial law in Ukraine have been identified. Further development has been achieved: approaches to the analysis of the market environment of Ukraine have been expanded, taking into account the impact of crisis conditions. An algorithm for adapting international practices to local business conditions is proposed. The feasibility of integrating digital tools for automating business processes, optimizing resources and improving communication with consumers is substantiated. The need to invest in increasing the digital literacy of personnel for the effective use of the latest technologies. The results of the work were successfully tested on the basis of VPK LLC. A CRM system was implemented, which allowed: to increase the efficiency of customer relationship management and optimize costs through more accurate demand forecasting. The developed recommendations can also be adapted to other enterprises in the industrial sector of Ukraine, contributing to their sustainable development and competitiveness. Product Description popup.authors Litvynenko Mariia V. Miroshnyk Mariia V. popup.nrat_date 2025-01-21 Close