ANALYTICAL AND DIAGNOSTIC APPROACHES TO ASSESSING THE POTENTIAL OF MARKETING SUPPORT FOR THE COMPETITIVENESS OF AN INDUSTRIAL ENTERPRISE UNDER DIGITAL TRANSFORMATIONS
Анотація
The article is devoted to substantiating analytical and diagnostic approaches to assessing the marketing support potential of industrial enterprises’ competitiveness under conditions of digital transformation. Modern scientific approaches to evaluating the marketing potential of enterprises are generalized, and their advantages and limitations in the context of business process digitalization are identified. An integrated analytical and diagnostic approach is proposed, based on the systematic consideration of external digital drivers, the level of marketing transformation of the enterprise, the structural components of marketing potential, and performance indicators. The developed approach enhances the validity of managerial decision-making, ensures the efficient use of marketing resources and digital technologies, and contributes to the formation of sustainable competitive advantages of industrial enterprises in the digital economy.
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