Strategic management of the marketing activities of a business entity

Abstract

The study examines the theoretical and methodological foundations of strategic management of the marketing activities of a business entity under conditions of uncertainty and digital transformation. Marketing is considered an integral component of the overall strategic management system that contributes to identifying market opportunities, forming target segments, creating customer value, and ensuring long-term competitive advantages. Strategic management of marketing activities is defined as a systemic, cyclical, and adaptive process integrating strategic, tactical, and operational levels of decision-making. The main stages of the strategic management cycle are identified, including environmental analysis, formulation of strategic objectives, strategic choice, development and implementation of marketing strategies, control, evaluation, and adjustment. Particular attention is paid to strategic analysis, market segmentation, competitive positioning, digitalization, data-driven marketing, CRM systems, Business Intelligence, artificial intelligence, and marketing automation. The necessity of increasing the adaptability of marketing strategies under conditions of high uncertainty is substantiated. For Ukrainian enterprises operating under wartime and post-war conditions, the application of scenario-based strategic management is proposed.