DIGITAL MARKETING AS A KEY FACTOR IN THE DEVELOPMENT OF THE MODERN ENTERPRISE IN THE CONDITIONS OF COMPETITION

The article examines the role of marketing as a key factor in ensuring the competitiveness of enterprises in the modern market environment. Marketing is defined as the process of studying consumer needs and creating offers that satisfy these needs with the goal of maximizing profit. The impact of digital transformation on marketing strategies is analyzed, and the main principles of effective marketing activities are identified. Special attention is given to digital marketing as a tool for optimizing customer interaction, expanding sales markets, and increasing the efficiency of marketing communications. The challenges caused by war and global instability are outlined, highlighting the need for businesses to implement more flexible marketing approaches. The study also emphasizes the prospects for further research aimed at developing practical recommendations for adapting marketing strategies in crisis conditions.