STRATEGIC MARKETING GUIDELINES IN START-UP ENTREPRENEURSHIP UNDER CONDITIONS OF DIGITAL TECHNOLOGY DIFFUSION

The article is devoted to the study of the problem of determining strategic marketing guidelines in startup entrepreneurship in the context of digitalization. It is proved that startup entrepreneurship, like other types of activities related to the implementation of innovations, can become a catalyst for the development of the country's economy. The need for a more in-depth study of the importance of marketing for the implementation of a startup, as well as the transformation of marketing in startup entrepreneurship in the context of digitalization, is substantiated. The study was based on the application of methods of dynamic, comparative and systemic analysis, methods of strategic orientation and logical generalization. The article analyzes individual indicators that characterize innovative development and startup entrepreneurship in Ukraine, in particular the country's place in the Global Innovation Index and the Global Startup Ecosystem Index. It is established that the dynamics of indicators is contradictory and does not allow for an unambiguous assessment of innovation development trends. The strengths and weaknesses of the country in innovation activity, the main obstacles at the state level to the activation of innovative activity are considered. The need for increased attention by innovators to finding internal factors of success in implementing their idea is justified. The key factors for the successful implementation of a startup idea are identified, one of which can be an effective marketing strategy. The main stages of startup development are considered and the importance of marketing in startup entrepreneurship is investigated as one of the key factors for the successful implementation of a startup at different stages of its development. The impact on marketing in startup entrepreneurship of digital technologies is investigated, and on this basis, strategic guidelines for marketing in startup entrepreneurship at the current stage are determined. Taking into account the identified guidelines, the innovator is able to build an effective marketing strategy that will reduce the risk of failure of a startup idea.