RESEARCH OF MODERN MARKETING STRATEGIES FOR ENTERPRISE DEVELOPMENT IN A COMPETITIVE ENVIRONMENT

Abstract

Aim. To analyze the most promising areas of modern marketing development presented in the B2B economic system. Methodology. The theoretical and methodological foundations of the mechanism of marketing in the B2B system are highlighted, the principles of building an effective system for promoting products in the B2B market are considered, taking into account modern market realities. Results. The proposed material will help determine the development trend of the B2B marketing segment in order to plan more effectively when developing business strategies. Research implications. Current approaches for the most effective use of the B2B concept are highlighted, taking into account its constant transformation and updating the innovative marketing technologies. It is shown that for the development of the economic system of B2B marketing, it is necessary to use personalized customer experience, targeting approaches and competent emphasis when creating new marketing channels to attract B2B segment buyers. The necessity of developing special mechanisms for long-term influence on the development of the B2B segment to increase the company’s performance in the field of marketing is justified.