MARKETING APPROACHES AIMED AT INCREASING THE COMPETITIVENESS OF THE ENTERPRISE
Abstract
The article explores marketing approaches that enterprises can adopt to strengthen their competitive position in dynamic markets. As competition intensifies under globalization and rapid technological change, enterprises must design flexible marketing strategies that not only secure market share but also build sustainable customer relationships. The paper highlights theoretical foundations of marketing competitiveness, key approaches such as differentiation, branding, digital transformation, customer relationship management (CRM), and innovation in product and service design. Special attention is given to the role of integrated marketing strategies in enhancing the long-term competitive advantage of enterprises.
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