DEVELOPMENT OF MARKETING TOOLS IN MANAGING BUSINESS COMPETITIVENESS

Abstract

The article investigates contemporary approaches to managing business competitiveness by applying marketing tools across various enterprise activities. It emphasizes that in today’s highly competitive, rapidly changing market, a company's ability to maintain and strengthen its competitive position largely depends on the comprehensive, systematic implementation of marketing strategies. The authors highlight that effective competitive management requires integrating traditional marketing tools with modern digital technologies, enabling enterprises to respond more promptly to changes in consumer demand, behavior, and competitors’ activities.

The study examines the role of marketing research, market segmentation, targeting, and positioning in forming strategic management decisions that ensure sustainable competitive advantages. Special attention is given to digital tools such as CRM systems, automated communication channels, analytical platforms, SEO, SMM, and content marketing, which enable personalized customer interactions, optimize marketing expenditures, and enhance the effectiveness of managerial decisions. It demonstrates how combining these tools with brand-oriented and customer-centric strategies strengthens market positions and develops long-term competitive advantages. The article proposes a generalized scheme for the integrated use of marketing tools, illustrating the logical sequence from marketing research to performance evaluation and continuous improvement of competitiveness management strategies. The importance of key performance indicators, including ROMI, LTV, CAC, and NPS, is emphasized to systematically assess the dynamics of enterprise competitive positions and the effectiveness of implemented marketing measures. Furthermore, the study discusses the future development of marketing tools in the context of market digitalization and globalization, which is critical for strategic planning and competitiveness management amid high uncertainty.

Thus, the research demonstrates that managing business competitiveness through marketing tools is a complex process that involves continuous improvement of marketing methods, integration of digital technologies, analysis of market and competitive conditions, and systematic evaluation of the effectiveness of decisions. This approach allows enterprises not only to maintain their competitive positions but also to actively develop long-term market advantages.