Donetsk, Russian Federation
UDC 339.138
This article examines the role of marketing management as a determinant of an enterprise's competitiveness. The analysis of the key aspects of managerial influences in the field of marketing, influencing the formation of competitive advantages, is carried out. The results of the study indicate that effective management of marketing activities is a prerequisite for the successful functioning and sustainable development of an enterprise in modern conditions of digitalization. The paper presents the author's vision of the concept of "enterprise competitiveness", as well as marketing practices for the strategic development of a company in the small business sector in order to increase market share, taking into account digital technologies
marketing management, competitiveness, competitive advantages, marketing management, marketing effectiveness, digitalization
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