CUSTOMS SERVICES AND FOREIGN ECONOMIC POTENTIAL: A MARKETING ASPECT

The article is devoted to the study of the role and effectiveness of the application of modern marketing concepts and tools in the activities of customs services. The necessity of integrating marketing strategies to improve the quality of customs services, strengthen their image and competitiveness in the international arena in the context of accelerated globalization and development of the country’s foreign economic potential is substantiated. The analysis of modern methods and technologies, including digitalization and customer-oriented approaches, is conducted, and the key challenges and opportunities for their implementation are considered. Recommendations have been formulated to improve management systems and marketing communications in the customs sector, aimed at creating conditions for more effective interaction between participants in foreign economic activity and strengthening the investment climate. The results of the work serve as a theoretical basis and practical recommendations for improving the activities of customs institutions in the face of global challenges and the introduction of the latest technologies.