DEVELOPMENT OF ORGANIZATIONAL MARKETING STRATEGIES: THEORETICAL BASIS AND PRACTICAL DIRECTIONS

This article analyzes the process of developing organizational marketing strategies from a theoretical and practical perspective. The study highlights the essence of marketing strategy, its role in ensuring the competitiveness of the organization, and its importance in the strategic planning process. It also substantiates the need to analyze the market, identify consumer needs, evaluate competitors' activities, and take into account the internal capabilities of the organization when forming a marketing strategy. The article shows the role of modern analytical tools such as SWOT, PEST, and Porter's five forces model in developing a marketing strategy. The practical part analyzes the problems that organizations face in developing a marketing strategy, including resource constraints, market volatility, and the impact of digital transformation. The research results show the need for a systematic approach to developing a marketing strategy, and that a strategy is not just a plan, but a continuous process that guides the activities of the organization. The results of this article are of practical importance for organizational leaders, marketers, and researchers.