МАРКЕТИНГ ЯК ФАКТОР ЕКОНОМІЧНОЇ БЕЗПЕКИ ПІДПРИЄМСТВА

Abstract

The article highlights the relevance of ensuring the economic security of enterprises in modern conditions arising from marketing activities. It is analyzed how inefficient marketing management can negatively affect the sustainability and profitability of the enterprise. The influence of marketing on the economic security of the enterprise is characterized, emphasizing its importance as a strategic resource for ensuring the stability and development of business in modern market conditions. The key areas through which marketing affects economic security are highlighted. In particular, these areas include the development and implementation of marketing strategies, customer attraction and retention, innovation and product development, reputation management, as well as marketing analysis and market research. The article provides examples of successful application of marketing strategies by well-known companies, which illustrate how innovative approaches and adaptation to local conditions help to strengthen their positions in the market. Considered the importance of effective marketing strategies for strengthening the economic security of enterprises. It demonstrates how such strategies can improve a company's stability and its ability to withstand market fluctuations, thus providing overall economic security. Key marketing strategies that have been covered include product differentiation, niche focus, market penetration strategies, developing customer loyalty, and using digital channels for marketing and sales. Each strategy is detailed with examples from well-known companies such as Apple, Tesla, Amazon, and Nike, illustrating how these approaches affect sales, reputation, market expansion, and innovation. The article analyzes the relationship between marketing strategies and the economic stability of the enterprise, and also highlights how marketing affects the increase in income through the effective promotion of products or services. The main marketing strategies and their characteristics, which contribute to the strengthening of economic security, are systematized. The conclusions indicate that marketing activity is a key element of the functional structure of the enterprise's economic security. The article emphasizes that the adequate application of marketing strategies helps the enterprise not only to respond to modern market challenges, but also to minimize internal and external threats, ensuring long-term economic stability.