Building the Resilience of a Company’s Marketing Management Through the Integration of Analytical, Strategic, Social, and Digital Marketing

Abstract

The purpose of the article is to substantiate the theoretical and methodological foundations for the formation of resilience of enterprise marketing management based on the integration of marketing analytics, strategic, social and digital marketing in the conditions of an unstable market environment and digital transformation of the economy. The methodological basis of the study is a system approach, which made it possible to consider marketing management as an integrated enterprise management system. The study used methods of analysis and synthesis, generalization, comparative analysis, logical modeling and graphical modeling to substantiate the structure and relationships between the components of marketing management resilience. Results. The article defines the essence of marketing management resilience and substantiates the feasibility of its formation based on the integration of marketing analytics, strategic, social and digital marketing. It is shown that the coordinated use of analytical, strategic, social and digital marketing tools ensures an increase in adaptability, flexibility and efficiency of the enterprise’s marketing activities. A model for the formation of marketing management resilience is proposed, which provides for the phased integration of marketing tools into the enterprise management system, as well as an integral indicator for assessing resilience, which takes into account the level of development of marketing analytics, strategic, social and digital marketing. Conclusions. The results of the study indicate that the formation of marketing management resilience should be carried out on the basis of the integrated use of marketing tools, which allows increasing the validity of management decisions, ensuring the adaptation of the enterprise to changes in the market environment and improving the efficiency of marketing activities. The practical significance of the obtained results lies in the possibility of using the proposed model and the integral indicator to assess the level of marketing management resilience and to substantiate management decisions regarding the development of the enterprise’s marketing activities.