DEVELOPING INTERACTIVE MARKETING MECHANISMS IN YOUR BUSINESS
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This article examines the essence of the enterprise marketing system based on F. Kotler’s concept and explores the role of analytical, operational, and communication functions in shaping effective marketing activities. It emphasizes the influence of external socio-economic, demographic, technological, political-legal, and cultural factors, as well as the strategic impact of competitors on the development of marketing systems. The paper argues that marketing is not limited to trade and advertising, but represents a comprehensive function that determines the enterprise’s ability to build competitive advantage. Special attention is given to the need for interactive marketing mechanisms in modern business, highlighting the importance of two-way communication, digital technologies, CRM systems, social media, and personalized consumer engagement. The article concludes that developing interactive marketing mechanisms enhances customer loyalty, increases market responsiveness, and ensures sustainable business growth.
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