23
15
старший преподаватель кафедры "Экономические специальности"
The article developed and substantiated practical recommendations aimed at increasing the effectiveness of marketing activities of enterprises, taking into account the identified problems and features of the enterprise's functioning in a competitive market. The study proposed a set of measures encompassing key elements of a marketing system. Specifically, it substantiated the need to develop digital sales channels through the implementation of an online store and the integration of a CRM system, which improves customer base management and reduces dependence on external platforms. Considerable attention was paid to improving the company's communications policy, including the use of targeted and contextual advertising, content marketing development, reputation management, and the transition to a multi-channel customer engagement model. Additionally, measures were proposed to implement a loyalty program and optimize the product range policy, aimed at increasing customer retention and resource efficiency. The practical value of the developed recommendations is confirmed by cost-effectiveness calculations. Implementation of these measures is projected to result in increased revenue, increased profits, and a reduction in unit costs. A calculated ROI of 200% demonstrates a high return on investment, while a payback period of approximately four months demonstrates a rapid return on investment and the financial viability of the proposed solutions. Implementing the developed measures will enable companies to increase competitiveness, strengthen their market position, and ensure more sustainable development in the face of digitalization and increased competition. A comprehensive approach to improving marketing activities forms the foundation for long-term business growth and increased economic efficiency.
Russian
23
15