USING THE "FOUR FILTERS" MODEL FOR CHOOSING THE OPTIMAL MARKETING STRATEGY IN INTERNATIONAL COMPANIES

The purpose. The purpose of the work is to develop practical recommendations for improving methodological approaches for determining effective marketing strategies of international companies in a competitive environment by means of mathematical modeling. Methodology. During the research, methods of system analysis and logical generalizations, statistical and comparative analysis, Porter's model, "four filters" model were used. The results. A scientific approach to choosing the optimal marketing strategy using the "four filters" model is proposed, which involves the consistent use of Wald, Savage, Hurwitz, and Laplace criteria. The scientific novelty of the obtained results lies in the improvement of methodical approaches to evaluation and selection of the optimal international marketing strategy, taking into account the criterion approach. The practical significance lies in the expansion of the theoretical plane and practical significance of modern and classical theoretical approaches to the content of marketing strategy in international business, the use of mathematical modeling to solve the problems of choosing competitive marketing strategies in the international business environment.