Marketing aspects of forming the strategy of financial and economic security of enterprises
DOI:
https://doi.org/10.26642/ppa-2024-1(9)-27-29Keywords:
management, marketing tools, strategy, financial and economic security, digital marketing, innovative marketing strategies, convergence, strategic management, transformational changes, developmentAbstract
The importance of the use of marketing tools in the formation of a strategy for ensuring the financial and economic security
of enterprises in the conditions of an unstable environment and rapid globalization changes has been investigated and
substantiated. The expediency of using innovative approaches in the formation of marketing strategies has been proven.
Innovative marketing strategies should include the use of advanced technologies, creation of unique products, active
participation in social marketing, personalization of interaction with customers and flexible adaptation strategies. The
improvement of conceptual approaches to the scientific knowledge of the theory of financial and economic security of the
enterprise consists in the application of a systemic and communicative paradigm, taking into account the synergistic effect of
the studied phenomenon based on the theoretical approaches of the theory of systems, management, information, and
mathematical modeling, which are the basis for the development of multivariate approaches to solving current problems of
financial and economic security of the enterprise. It is suggested to use different strategies to expand your market, such as:
development of new products or services, diversification of the offer, opening of new geographical territories or targeting new
segments, which will allow you to maintain financial stability and ensure long-term financial and economic security of the
business.
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