AN INTEGRATED SYSTEM APPROACH TO THE MANAGEMENT OF MARKETING ACTIVITIES OF ENTERPRISES IN THE CONDITIONS OF DIGITALIZATION

Introduction. In today's world, where technologies are constantly developing and digital transformation is transforming all areas of business, telecommunications enterprises are faced with the challenge of adapting to new realities. Digitalization, which covers all aspects of their activities, requires new approaches to marketing management. Solving this problem requires the development of an integrated system approach that provides a balanced marketing strategy and the use of advanced digital tools, which determines the relevance of the investigated problem for Ukrainian enterprises. The purpose of the article is to substantiate the integrated system approach to marketing management to achieve the strategic goals of telecommunications enterprises and successful functioning in the conditions of the modern digital environment. Materials and methods. Research and publications in the field of marketing of telecommunications enterprises became the information base of the study. In the process of carrying out the research, scientific methods were used: systematic approach, dialectical method, systematization and generalization, methods of scientific abstraction (to justify the definition «integrated systematic approach to the management of marketing activities of telecommunications enterprises in the conditions of digitalization», definition of the role of the systemic marketing approach to management of marketing activities telecommunications enterprises in the conditions of digitalization); extrapolation, logical analysis (to systematize the features of an integrated system approach to the management of marketing activities of telecommunications enterprises in the conditions of digitalization, which reflect the specifics of this industry); scientific abstraction, logical generalization of results (for formulating conclusions). The results. The article examines the essence and offers the author's definition of the concept «integrated system approach to the management of marketing activities of telecommunications enterprises in the conditions of digitalization» as a strategic approach based on the complex use of information technologies, data analysis and a system approach to the management of marketing processes in order to achieve efficiency and competitiveness in today's digital environment. The main elements are described (integrated approach, system approach, management of marketing activities of telecommunications enterprises, conditions of digitalization). The role of the systemic marketing approach for managing the marketing activities of telecommunications enterprises in the conditions of digitalization is substantiated due to its integration and ability to adapt to a rapidly changing environment. The peculiarities of the integrated system approach to the management of marketing activities of telecommunications enterprises in the conditions of digitalization are determined, which reflect the specifics of this industry (flexibility, complexity, use of large volumes of data, communication through various channels and the ability to quickly adapt to changes). Prospects. Further development and implementation of an integrated approach to marketing management can contribute to increasing the competitiveness of telecommunications enterprises in the market, improving the quality of customer service and ensuring sustainable business growth in the conditions of digital transformation.