DEVELOPMENT OF ORGANIZATIONAL MARKETING STRATEGIES: THEORETICAL BASIS AND PRACTICAL DIRECTIONS

Abstract

Today, organizations pay great attention not only to the quality of the product or service, but also to the overall value proposition offered to the consumer, the long-term relationship established with the customer, and the brand image. In this context, marketing strategy is an important tool that determines the ways to achieve the organization's long-term goals, ensures the effective use of resources, and serves to rationally exploit market opportunities. A modern marketing strategy embodies the principles of customer orientation, the use of digital technologies, data-based decision-making, and social responsibility.