ТЕОРЕТИЧНІ АСПЕКТИ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ СУБ’ЄКТІВ ГОСПОДАРЮВАННЯ НА ЗАСАДАХ ВПРОВАДЖЕННЯ ІННОВАЦІЙНИХ ТЕХНОЛОГІЙ

Abstract

The proposed article discusses the theoretical aspects of marketing activities of business entities on the basis of the introduction of innovative technologies in modern economic conditions. The relevance of the studied topics is determined by the significant potential of Ukrainian business entities in the modern competitive business environment in the conditions of development and formation of the national economy and innovative model of the economy. The presented scientific publication analyzes the marketing activities of a business entity as a priority component of the economic activity of this business entity. The main marketing technologies that increase the competitiveness of a business entity in modern economic conditions are determined. The specifics of the introduction of marketing technologies – viral marketing, CRM-technologies, SMS marketing, etc. are substantiated. The theoretical foundations of marketing activities of business entities are summarized taking into account modern digital technologies, which makes it possible to more effectively reveal the marketing potential of a business entity and develop the necessary competitive strategy. The presented article proves the relevance and the need to introduce Internet marketing in modern financial and economic activities of a business entity. It is emphasized that the costs of using marketing technologies are insignificant and they do not significantly affect the efficiency of the business entity, the conditions of access and positioning in the market of goods and services. A comprehensive assessment of factors influencing the management of marketing activities of business entities in modern competitive business – environment in today's conditions. Factors that significantly affect the activities of a business entity and factors of indirect action that form the strategy of marketing activities of business entities in the modern market in order to improve their economic activities, identify marketing potential and increase their competitiveness have been established. . The presented research allows to identify the competitive advantages and disadvantages of the development of Ukrainian enterprises and to develop effective measures for strategic management of marketing activities.