PLANNING OF MARKETING ACTIVITIES OF ENTERPRISES ON THE BASIS OF STRATEGIC PARTNERSHIP OF BUSINESS SUBJECTS

Introduction. In today's conditions of increased competition on the market, enterprises are faced with the need to implement new approaches to planning their marketing activities. Strategic partnership between business entities becomes an important tool for achieving competitive advantages and ensuring long-term development. Purpose of the study. The purpose of this study is the theoretical justification of the planning of marketing activities of enterprises based on the principles of strategic partnership of business entities. The study is aimed at determining the key factors affecting the success of partnership strategies in the marketing activities of enterprises. Materials and methods. In the process of research, the methods of comparative analysis, systematization and generalization of data from literary sources of Ukrainian and foreign scientists were used. In the process of carrying out the research, the following scientific methods were used: theoretical generalization, formalization, analysis and synthesis (to build a scheme of the main models, advantages and disadvantages of cross-marketing); logical generalization of results (formulation of conclusions). Result. The study showed that planning marketing activities on the basis of strategic partnership contributes to strengthening the market positions of enterprises. It was found that the effectiveness of such strategies largely depends on the level of integration of marketing communications and the degree of coordination of strategic goals between partners. Prospects for further research. Further research can be aimed at analyzing the impact of digital technologies on the effectiveness of strategic partnerships in the marketing activities of enterprises, as well as at studying the characteristics of such strategies in different sectors of the economy and cultural contexts.