STRATEGIC MARKETING TOOLKIT IN ENTREPRENEURSHIP: ADVERTISING MECHANISMS FOR IMPROVING BUSINESS PROCESS EFFICIENCY

Анотація

Abstract. The article examines the theoretical and methodological foundations of using strategic marketing tools in entrepreneurial activity, with an emphasis on advertising mechanisms as a key factor in improving business process efficiency. The purpose of the article is to substantiate the role of advertising tools within the strategic marketing system and to develop approaches for their integration into business process management under conditions of digital economic transformation. The methodological basis of the study includes general scientific and special methods of cognition, in particular process and systems approaches, structural-logical and comprehensive analysis, as well as elements of a customer-oriented approach. Their application made it possible to explore the interrelationship between marketing communications, advertising activities, and the performance of enterprise business processes, as well as to formulate conceptual provisions for integrating advertising mechanisms into the strategic management system. The results of the study show that modern advertising tools are transforming from a tactical means of promotion into a strategic mechanism for managing consumer behavior, building brands, and ensuring long-term competitive advantages. It has been established that fragmented use of advertising limits its potential and leads to inefficient resource allocation, whereas the integration of advertising mechanisms into the overall marketing strategy ensures a synergistic effect within enterprise business processes. It is generalized that advertising tools influence the efficiency of sales, communication, managerial, and organizational processes, ensuring sales growth, increased consumer loyalty, and strengthened brand value. A three-level model for evaluating the effectiveness of advertising tools (media, behavioral, and financial levels) is proposed, which allows establishing a causal relationship between advertising expenditures and the economic performance of the enterprise. A model for integrating advertising mechanisms into the strategic management system of business processes is substantiated, covering strategic, tactical, and operational management levels with feedback based on data analytics. Keywords: strategic marketing, advertising mechanisms, business processes, digital marketing, marketing communications, enterprise efficiency, brand management, competitive advantages, integrated marketing strategies, consumer behavior, CRM systems, data-driven marketing.

Класифікація

Ідентифікатори

Схожі роботи