HE ROLE OF DIGITAL TECHNOLOGIES IN IMPROVING MARKETING MANAGEMENT IN INDUSTRIAL ENTERPRISES

This article examines the theoretical and practical aspects of improving marketing management in industrial enterprises. The importance of regularly studying the market, identifying consumer needs, forming product and pricing policies, and effectively organizing sales channels to ensure the competitiveness of industrial enterprises is highlighted. The study focuses on issues of strategic planning of marketing activities, strengthening cooperation between marketing and sales departments, identifying the target audience, and evaluating marketing effectiveness. Also, the possibilities of using digital technologies, websites, SEO, social networks, email marketing, content marketing, web analytics, and CRM systems are analyzed. As a result of the analysis, applying digital marketing tools based on a unified strategy, increasing the strategic role of the marketing service in enterprise management, and developing employee skills are substantiated as important directions for improving the effectiveness of marketing management.