MARKETING INNOVATIONS AS A FACTOR FOR ENHANCING FINANCIAL AND ECONOMIC SECURITY OF ENTERPRISES IN THE CONDITIONS OF CONVERGENCE AND CHANGE

Introduction. In an era of accelerated globalization processes and macroeconomic turbulence, the issue of ensuring financial and economic security of enterprises acquires existential significance. Marketing innovations become a key tool for adapting to changing market conditions while simultaneously enhancing enterprises' resilience to external risks. Purpose. The main goal of this study is to conduct a detailed analysis of the role of marketing innovations as a fundamental factor in ensuring the financial and economic security of enterprises. Special attention is given to the conceptualization of innovative approaches to marketing activities and their impact on the resilience of business processes under market convergence conditions. Materials and methods. A multidisciplinary approach was used to study marketing innovations as determinants of financial and economic security for enterprises. This approach synthesizes elements of institutional theory, strategic management, and conceptual foundations of innovative development. To interpret the results, analytical tools of heterogeneous models of market dynamics were used, allowing consideration of both exogenous factors and internalized adaptation strategies of enterprises to a changing competitive environment. Results. The analysis demonstrated that the integration of innovative marketing strategies allows enterprises not only to maintain their competitive positions in the market but also to enhance their economic resilience in crisis situations. In particular, the active use of digital technologies, such as Big Data and algorithmic analytics, contributes to the optimization of management decisions and improves the predictability of market dynamics changes. The implementation of innovative approaches in marketing communications allows minimizing losses from market fluctuations and reducing dependency on traditional market mechanisms. In the context of continuous economic transformations, marketing innovations should be considered as an integrative factor in the resilience of enterprises. They ensure prompt adaptation to new market conditions and support financial stability by reducing vulnerability to exogenous shocks. The impact of innovative solutions on financial and economic security requires further research, especially in conditions of increased convergence of various economic sectors, which poses new challenges for strategic management of marketing activities. Discussion. Marketing innovations are a key determinant in enhancing the financial and economic security of enterprises in the context of global turbulence. Their implementation allows not only the optimization of operational processes, but also the creation of new competitive advantages that promote long-term development. Given the importance of adaptive mechanisms in the modern economy, further study of innovative marketing practices is a relevant direction of research in the field of enterprise management.