STRATEGIC MARKETING ENHANCEMENT

This article examines the theoretical and practical aspects of improving marketing activities within a company’s strategic management system. In the context of a rapidly evolving global economy, marketing has transformed from a purely promotional function into a key strategic driver of competitive advantage. The study explores the integration of marketing into strategic decision-making, the role of data-driven approaches, the importance of customer-centricity, and the impact of digital transformation on marketing effectiveness. Drawing on empirical evidence and international research reports, the paper demonstrates that companies aligning marketing with corporate strategy achieve higher growth rates, improved customer retention, and stronger market positioning. The findings confirm that enhancing marketing at the strategic level is essential for ensuring long-term sustainability and competitiveness.