GLOBAL TRENDS IN THE DEVELOPMENT OF MARKETING AS A MANAGEMENT TOOL IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

The article provides a comprehensive analysis of global trends in marketing development in the context of the digital transformation of the economy. It substantiates the changing role of marketing within the management systems of modern enterprises. It is demonstrated that, under the influence of digital technologies, marketing is gradually transforming from a functional tool for sales and communications into a multidimensional management instrument that provides informational, analytical, and strategic support for managerial decision-making processes. The study shows that the digitalization of marketing activities necessitates revising traditional approaches to organizing marketing processes, strengthening the integration of marketing with strategic management, and enhancing its impact on the formation of competitive advantages for enterprises.

Within the framework of the research, key global trends in marketing development are systematized, including the spread of data-driven marketing, personalization of consumer interactions, automation of marketing processes, the use of artificial intelligence and big data, the implementation of AR/VR technologies, and the development of omnichannel strategies. It is substantiated that these trends shape a new paradigm of marketing activity in which managerial decisions are based on analytical insights, predictive assessment of consumer behavior, and the integration of digital interaction channels.

Special attention is paid to the analysis of international experience of leading companies that demonstrate the effectiveness of using digital marketing tools within management systems. The generalization of their practices enabled the identification of directions for improving enterprise management efficiency by applying modern digital marketing solutions. It is concluded that, in the digital era, marketing should be regarded as a key management tool capable of ensuring business adaptation to the dynamic conditions of the digital economy and of creating long-term value for both consumers and enterprises. The practical significance of the obtained results lies in their applicability for enterprises when developing and improving marketing strategies while taking into account the challenges and opportunities of digital transformation. The proposed approaches may be helpful for managerial staff in decision-making aimed at enhancing competitiveness and sustainable business development in the digital environment.