INFORMATION SUPPORT FOR MARKETING MANAGEMENT OF ENTERPRISES: MODERN THEORETICAL AND PRACTICAL APPROACHES

The article analyzes modern theoretical and practical approaches to information support for marketing management of enterprises in the context of European integration. Systemic, functional and process approaches to the formation of the enterprise's information infrastructure are considered, and the importance of information and analytical portals (IAP) as a key tool of digital transformation is substantiated. The author highlights the role of information security, the impact of digitalization on marketing management, the need to comply with EU standards and implement accounting and analytical support systems to ensure economic security. The analysis of literary sources allowed us to identify three main approaches to interpreting the concept of information support: systemic, conceptual and effective. A comprehensive understanding of these approaches contributes to the construction of an effective information policy of the enterprise. Promising directions for improving the application of digital marketing management tools of modern enterprises are summarized, including the integration of IAP with risk management, big data analytics and cyber security. It was determined that the most promising areas are the integration of the information and analytical portal (IAP) with risk management, the development of cybersecurity, analytical reporting and big data management (Big Data) in real time. It was studied that business analytics, intelligent data analysis (BI systems) systems allow modeling of enterprise development, forming scenarios for responding to external challenges. Integration of information support with the risk management system ensures timely response to crisis events and enhances business adaptability. It is proven that information support in the context of digital transformation of management is becoming an increasingly important factor in the competitiveness of the enterprise. It allows identifying potential risks, analyzing market trends, and supporting the adoption of sound strategic decisions. It was determined that information support is a system-forming element of enterprise management in modern conditions. It covers not only technical and software resources, but also a methodological basis for ensuring effective management decision-making. It was found that an important prerequisite for increasing the effectiveness of information support is the formation of a unified, flexible and secure information infrastructure that takes into account the specifics of the national economic environment and European integration requirements. Thus, the implementation of the concept of effective information support for management will allow Ukrainian enterprises to: increase competitiveness in the single European market; reduce management risks; adapt to the challenges of digital transformation and information globalization.