STRATEGIC MARKETING IN A DYNAMIC MARKET ENVIRONMENT:

Abstract

The article is devoted to the study of strategic marketing roles within the context of dynamic markets. It examines the methods and approaches that enterprises can use to achieve competitive advantages in these circumstances. The paper highlights the importance of strategic marketing in the context of modern business and explores adaptive approaches to the development of marketing strategies. Furthermore, the authors analyze the results of three key innovation rankings, the Global Innovation Index (GII), the European Innovation Scoreboard (EIS), and The Bloomberg Innovation Index, to identify the shortcomings and prospects of Ukraine's innovative development. The paper presents the dynamics of changes in the share of creative goods, works, and services in the total volume of shipped goods. The authors identify drawbacks and prospects for innovative development based on the current state of Ukraine's economy. In addition, the article analyzes the general trends in market dynamics, the impact of technological innovations on the business environment, the spread of globalization in the modern world, and how these factors affect strategic marketing. Particular attention is paid to trend analysis and forecasting methods, as well as the importance of innovation in strategic marketing. The research provides examples of successful implementation of innovative strategies in various business sectors. The authors present the prospects for innovative development in Ukraine. These prospects offer many opportunities for further growth and competitiveness on a global scale. The statistical evaluation of the research results showed the reproducibility and reliability of the data obtained.