IMPROVING THE EFFICIENCY OF MARKETING TOOLS FOR ENSURING ECONOMIC SECURITY IN THE CHEMICAL INDUSTRY

This paper examines the role of marketing tools in strengthening the economic security of chemical industry enterprises under conditions of increasing market competition and uncertainty. The study is based on the premise that effective use of marketing instruments—particularly market monitoring and competitive intelligence—enables firms to identify potential threats, optimize production decisions, and enhance strategic adaptability. Through systematic analysis of demand fluctuations, price dynamics, consumer behavior, and competitor strategies, enterprises can timely adjust their product portfolios and marketing approaches, thereby mitigating economic risks. The research emphasizes that the effectiveness of competitive intelligence is determined not by the scale of financial investment, but by its alignment with strategic objectives and its practical contribution to managerial decision-making. A structured approach to marketing information is proposed, classifying competitor-related data into market activity (pricing, sales, distribution channels, contractual conditions) and production capacity (product quality, technological capabilities, and production potential). This classification enhances the analytical depth required for informed strategic planning. The paper also highlights the importance of an integrated interdepartmental information system, where marketing, finance, production, and competitive intelligence units collaborate to generate timely and reliable information flows. Such integration supports proactive risk identification and strengthens enterprise resilience. Building on existing methodologies, particularly the economic security assessment framework, the study develops a competitive intelligence model tailored to industrial enterprises, including algorithms for macro- and microenvironment analysis, market segmentation, product policy evaluation, and pricing strategy assessment.