MARKETING IN THE INTERNATIONAL ENVIRONMENT: TRENDS AND CHALLENGES

The latest trends in the international environment, such as globalization, digitalization, cyber threats, personalization of products and services, have influenced the marketing activities of enterprises, the main marketing functions. These trends require company owners to make decisions on the use of technologies in marketing, make appropriate investments, and adapt their own marketing strategies to the conditions of the operating environment. The article highlights the issues of the relationship between marketing trends in the international environment and the challenges that companies face in the context of globalization, digitalization, cyber threats, and personalization of products and services. The authors systematizes existing trends in marketing activities, in particular, the growth of marketing costs in connection with the development of company logistics, distribution centers, the creation of regional retail networks, the growth of the role of e-commerce, Internet marketing, and digital marketing. It was found that in EU countries there are trends towards an increase in the level of use of websites by enterprises, which causes corresponding difficulties for company owners (costs, complaints, restrictions from partners). The growing role of online marketing is primarily due to the increased use of social media by businesses across the EU. The use of technologies such as cloud computing, big data analytics, the Internet of Things, and artificial intelligence technologies is less widespread in the EU due to cybersecurity, data privacy, and regulatory compliance concerns. However, the main marketing challenges facing businesses in Europe include a lack of educational services aimed at developing digital marketing skills, the lack of industry standards for digital marketing, low levels of cooperation between market participants, the difficulties businesses face in using websites in e-commerce, and the need for significant marketing investments, the costs of which will only increase. Investment companies are focused on logistics activities, distribution centers in order to improve the distribution of goods, create regional trade networks. It is obvious that these investments bring significant profits, as indicated by the trends towards an increase in the level of use of corporate websites.