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THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF MARKETING STRATEGIES MANAGEMENT IN INNOVATIVE BUSINESS
Journal: International scientific journal "Internauka." Series: "Economic Sciences" (Vol.2, No. 92)Publication Date: 2024-12-31
Authors : Anopa Anton; Illiashenko Serhii;
Page : 9-17
Keywords : marketing strategies; innovative business; digitalization; adaptation; competitiveness; globalization;
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Abstract
Introduction. The article discusses the theoretical and methodological foundations of marketing strategy management in innovative business, which is especially relevant in the context of digitalization and rapid technological development. The problem of adapting marketing strategies to rapid changes in the external environment is raised. The latest research
emphasizing the importance of integrating digital tools and innovative approaches into marketing activities is analyzed.
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