IMPROVEMENT OF MARKETING MANAGEMENT AT INDUSTRIAL ENTERPRISES IN THE CONTEXT OF THE DIGITAL ECONOMY
DOI:
https://doi.org/10.55640/Keywords:
digital economy, marketing management, industrial enterprises, digital transformation, marketing strategy, Big Data, CRM systems, economic efficiency.Abstract
This article examines the theoretical and methodological foundations for improving marketing management in industrial enterprises under the conditions of the digital economy. The influence of digital transformation processes on marketing activities, the effectiveness of using modern digital tools, and the optimization of marketing decision-making mechanisms at industrial enterprises are highlighted.
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