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Information × Registration Number 0225U005090, (0125U002855) , R & D reports Title Development of scientific and methodological recommendations for formulating an enterprise’s marketing strategy in the context of digitalization. popup.stage_title Розробка науково- методичних рекомендацій з формування маркетингової стратегії підприємства в умовах диджиталізації Head Vynohradova Olena V., Доктор економічних наук Registration Date 25-12-2025 Organization State University of information and communication technologies popup.description1 A study of the peculiarities of formulating an enterprise’s marketing strategy in the context of digitalization and the development of scientific and methodological recommendations for its effective implementation, taking into account modern digital technologies and shifts in consumer behavior. popup.description2 The formation of an effective marketing strategy of an enterprise in the context of digitalization is one of the key factors for enhancing competitiveness and ensuring sustainable business development. Therefore, modern research increasingly focuses on the development of scientific and methodological recommendations in the field of strategic marketing. The insufficient effectiveness of marketing activities of many enterprises is caused by the lack of a systematic approach, partial use of digital tools, and a low level of marketing analytics. In addition, the problems of forming a marketing strategy are exacerbated by an insufficient level of digital competencies of personnel, the absence of clear KPIs and mechanisms for evaluating the effectiveness of marketing decisions, as well as the underestimation of the role of CRM systems, SEO, targeted advertising, and the automation of customer interaction processes. At the same time, the effectiveness of an enterprise’s marketing strategy in the context of digitalization largely depends on a scientifically grounded selection of goals, analysis of the market environment, adaptation to changes in consumer behavior, and the use of modern digital technologies. The presence of these problems creates the need to develop scientific and methodological recommendations for the formation and implementation of an enterprise’s marketing strategy, which will increase the effectiveness of marketing activities and ensure competitive advantages in the conditions of digital transformation. Product Description popup.authors Petrovska Svitlana V. Sovershenna Iryna O. Snitko Artem Yesmakhanova Alua U. Ihnatenko Olha V. Kryzhko Olha V. Darchuk Serhii S. Artemenko Yurii O. Kondrashov Oleksii A. Hurinenko Dmytro A. Ilnytskyi Taras R. Zhoholev Oleksii S. Molokov Illia O. Tsivinskyi Artem V. Kapitanchuk Anastasiia O. Shvab Maryna V. Zaiets Mariia V. Veronika H. Darchuk Olena V. Voskoboieva Viktoriia I. Kachmala Volodymyr A. Pavlov Olha S. Romashchenko Tetiana V. Somkina Yuliia V. Fisun Anastasiia V. Svyrydiuk popup.nrat_date 2025-12-25 Close