THE STATE OF MODERN TRENDS IN MARKETING RESEARCH IN THE GLOBAL COMPETITIVE ENVIRONMENT

The article examines current trends in the field of marketing research in the context of growing global competition. It analyzes the transformation of research methods under the influence of digitalization, big data, and changes in consumer behavior. Particular attention is paid to the study of the existence of the development of parasocial interactions, eco-oriented strategies, and the growing importance of partnership models in research activities. Based on modern sources, regional features are considered, in particular the experience of Asia, the European Union, and the international business environment in general. The importance of flexible and interdisciplinary approaches to market analysis in the context of constant change is emphasized. It is noted that the effective use of the latest technologies and innovative research methods is a key factor in the competitiveness of companies.