THE EVOLUTION AND STRATEGIC IMPORTANCE OF MARKETING INNOVATIONS IN THE SYSTEM OF ENTERPRISE ECONOMIC SECURITY UNDER THE CONDITIONS OF DIGITALIZATION

Abstract

The article highlights the relevance of studying the evolution and strategic importance of marketing innovations within the system of enterprise economic security under the conditions of digitalization. Based on an analysis of scientific sources as well as international and domestic research, it reveals how marketing innovations have transformed from tactical tools (focused on specific elements of the marketing mix) into a strategic component of corporate management, ensuring the resilience, adaptability, and competitiveness of enterprises.

The article emphasizes the systematization of the key stages in the development of marketing innovations in the 21st century, starting from their official recognition as a distinct type of innovation (2000–2010), through their integration into business models (2010–2020), and up to their acquisition of functions related to crisis management, ESG compliance, and long-term strategic positioning (post-2020). Particular attention is given to the role of digital tools – such as Big Data, CRM systems, omnichannel strategies, and automated communication platforms – in strengthening the enterprise’s economic security.

The article emphasizes that modern marketing innovations should be viewed not only as a means of improving promotional effectiveness but as a multifactorial tool for risk management, resilience support, and alignment with global standards (notably ESG). It highlights that the integration of marketing innovations into the system of enterprise economic security enables proactive risk management, flexible responses to global challenges (pandemics, armed conflicts, environmental disasters), and enhanced long-term competitiveness.

The article concludes that further theoretical research is necessary to develop methodological approaches for assessing the impact of marketing innovations on the economic security of enterprises, as well as to produce practical recommendations for their effective integration into corporate development strategies.