MARKETING DRIVERS FOR IMPROVING ENTERPRISE OPERATIONAL EFFICIENCY: INTERSECTORAL FEATURES
DOI:
https://doi.org/10.32689/2523-4536/80-23Keywords:
marketing drivers, operational efficiency, intersectoral analysis, marketing strategy, enterprise, marketing toolsAbstract
This article explores the specific features of using marketing drivers to significantly enhance the operational efficiency of Ukrainian enterprises operating under wartime conditions and preparing for post-war recovery. The aim of the study is to identify the key marketing strategies that can assist businesses, across various sectors, in adapting their processes to a volatile economic environment while simultaneously maintaining their competitiveness. The methodology of this research is based on a systematic analysis of marketing activities, taking into account the unique characteristics of each sector and applying a comparative approach to evaluate the effectiveness of marketing drivers across different segments of the economy. The obtained scientific results convincingly demonstrate that digitalization – including the implementation of e-commerce, customer relationship management (CRM) systems, and analytical platforms - is a critical driver for improving operational efficiency in all the sectors under study. A focus on customer experience and the personalization of offerings enables enterprises to effectively adjust to reduced consumer purchasing power and new customer preferences that have emerged as a result of the military conflict. Moreover, innovative practices such as logistics automation, the implementation of Industry 4.0 principles in the processing industry, and the use of advanced agricultural technologies play a significant role in shaping sustainable competitive advantages. The practical value of this research lies in the development of concrete, sector-specific recommendations for the implementation of marketing strategies that will allow enterprises to optimize their business processes and successfully attract investment in the context of post-war reconstruction. The scientific novelty of the study consists in the systematization of intersectoral features of marketing drivers, with a particular focus on the significant impact of wartime and post-war conditions on Ukraine’s economy. A comprehensive approach to integrating both reactive and proactive marketing is proposed, which is critically important for ensuring enterprise adaptation and sustainable growth in this rapidly changing environment.
References
Березюк В. О. Інструментарій маркетингових комунікацій в інтернет-середовищі: класифікація та специфіка використання. Ефективна економіка. 2021. № 4. DOI: https://doi.org/10.32702/2307-2105-2021.4.202
Вдовічена О.Г., Дюгованець О. М., Чернова І. В. Digital-маркетинг як інструмент ефективності та конкурентоспроможності сучасного бізнесу: особливості та перспективи впровадження в Україні. Інвестиції: практика та досвід. 2022. № 2. С. 81-87. DOI: https://doi.org/10.32702/2306-6814.2022.2.81
Македон В. В., Чабаненко А. В. Факторні складові цифровізації глобальної економіки та макроекономічних систем країн світу. Ефективна економіка. 2022. № 1. DOI: https://doi.org/10.32702/2307-2105-2022.1.11
Олифіренко Ю. І., Олифіренко І. С., Біланенко О. М. Напрями трансформації маркетингових стратегій підприємств в умовах цифровізації. Проблеми і перспективи економіки та управління. 2024. № 1 (37). С. 45-61. DOI: https://doi.org/10.25140/2411 5215 2024 1(37) 45 61
Стрій Л. О., Кочевой М. М., Власова Г. М. Вплив інтернет-технологій на маркетингові комунікації підприємств. Економічний простір. 2024. № 191. С. 25-28. DOI: https://doi.org/10.32782/2224-6282/191-5.
Суворова С. Г., Карпенко Ю. М. Вплив цифрового маркетингу на підвищення конкурентоспроможності вітчизняного бізнесу. Економічний простір. 2023. № 184. С. 164-168. DOI: 10.32782/2224-6282/184-29.
Afolabi S. O., Owoade Y. A., Iyere E. A., Nwobi T. Exploring the potential of digital marketing skills development for SMEs competitiveness and responsiveness. World Journal of Advanced Research and Reviews. 2024. 23(1). p. 1242–1252. DOI: https://doi.org/10.30574/wjarr.2024.23.1.2123
Avanesova N., Tahajuddin S., Hetman O., Serhiienko Y., Makedon V. Strategic management in the system model of the corporate enterprise organizational development. Economics and Finance. 2021. № 1/2021. Vol. 9. pp. 18-30. DOI: https://doi.org/10.51586/2311-3413.2021.9.1.18.30
Djurayeva M. S. Basics of digital marketing. Gospodarka i Innowacje (Economy and Innovation). 2024. no. 51. P. 160-166. DOI: https://doi.org/10.XXX/gi.51.2024.3009
Gensler S., Rangaswamy A. An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research. 2025. 190. Article 115230. DOI: https://doi.org/10.1016/j.jbusres.2025.115230
Kamkankaew P., Thanitbenjasith P., Sribenjachot S., Phattarowas V. The future of digital marketing: What lies ahead? International Journal of Sociologies and Anthropologies Science Reviews. 2025. Vol. 5. no. 2. P. 1-28. DOI: https://doi.org/10.60027/ijsasr.2025.5444
Laila N., Sucia Sukmaningrum P., Saini Wan Ngah W. A., Nur Rosyidi L., Rahmawati I. An in depth analysis of digital marketing trends and prospects in small and medium sized enterprises: Utilizing bibliometric mapping. Cogent Business & Management. 2024. 11(1). DOI: https://doi.org/10.1080/23311975.2024.2336565
Makedon V., Budko O., Salyga K., Myachin V., Fisunenko N. Improving strategic planning and ensuring the development of enterprises based on relational strategies. Theoretical and Practical Research in Economic Fields. 2024. Vol. 15. no. 4. P. 798-811. DOI: https://doi.org/10.14505/tpref.v15.4(32).02
Tugnait P. Revolution of marketing: From traditional to technical. International Journal for Multidisciplinary Research (IJFMR). 2025. Vol. 7. no. 1. P. 1-17. DOI: https://doi.org/10.36948/ijfmr.2025.v07i01.36463
Neuvonen H., Pecoraro M. Digital marketing skills in high demand: Exploratory study of multiple competencies for a marketing professional. Athens Journal of Business & Economics. 2024. No. 10(2). Pp. 121-138. DOI: https://doi.org/10.30958/ajbe.10-2-3
Sak T., Mylko I., Ivashko O., Chulipa I., Wołowiec T., Sokołowska Woźniak J. How the digital economy is revolutionizing marketing management and driving sustainable development. Sustainability. 2025. No. 17(3). DOI: https://doi.org/10.3390/su17031130
Bereziuk V. O. (2021) Instrumentarii marketynhovykh komunikatsii v internet-seredovyshchi: klasyfikatsiia ta spetsyfika vykorystannia [Marketing communications tools in the Internet environment: classification and specifics of use]. Efektyvna ekonomika – Effective Economy, no 4. DOI: https://doi.org/10.32702/2307-2105-2021.4.202 (in Ukrainian)
Vdovychenа O. H., DiuhoVanets O. M., Chernova I. V. (2022) Digital-marketynh yak instrument efektyvnosti ta konkurentospromozhnosti suchasnoho biznesu: osoblyvosti ta perspektyvy vprovadzhennia v Ukraini [Digital marketing as a tool for efficiency and competitiveness of modern business: features and prospects of implementation in Ukraine]. Investytsii: praktyka ta dosvid – Investments: Practice and Experience, no 2, pp. 81-87. DOI: https://doi.org/10.32702/2306-6814.2022.2.81 (in Ukrainian)
Makedon V. V., Chabanenko A. V. (2022) Faktorni skladovi tsyfrovizatsii hlobalnoi ekonomiky ta makroekonomichnykh system krain svitu [Factor components of digitalization of the global economy and macroeconomic systems of world countries]. Efektyvna ekonomika – Effective Economy, no 1. DOI: https://doi.org/10.32702/2307-2105-2022.1.11 (in Ukrainian)
Olyfirenko Yu. I., Olyfirenko I. S., Bilanenko O. M. (2024) Napriamy transformatsii marketynhovykh stratehii pidpryiemstv v umovakh tsyfrovizatsii [Directions of transformation of enterprises’ marketing strategies under digitalization]. Problemy i perspektyvy ekonomiky ta upravlinnia – Problems and Prospects of Economics and Management, no 1(37), pp. 45-61. DOI: https://doi.org/10.25140/2411-5215-2024-1(37)-45-61 (in Ukrainian)
Strii L. O., Kochevoi M. M., Vlasova H. M. (2024) Vplyv internet-tekhnolohii na marketynhovi komunikatsii pidpryiemstv [The influence of Internet technologies on enterprises’ marketing communications]. Ekonomichnyi prostir – Economic Space, no 191, pp. 25-28. DOI: https://doi.org/10.32782/2224-6282/191-5 (in Ukrainian)
Suvorova S. H., Karpenko Yu. M. (2023) Vplyv tsyfrovoho marketynhu na pidvyshchennia konkurentospromozhnosti vitchyznianoho biznesu [The impact of digital marketing on improving the competitiveness of domestic business]. Ekonomichnyi prostir – Economic Space, no 184, pp. 164-168. DOI: https://doi.org/10.32782/2224-6282/184-29 (in Ukrainian)
Afolabi S. O., Owoade Y. A., Iyere E. A., Nwobi T. (2024) Exploring the potential of digital marketing skills development for SMEs competitiveness and responsiveness. World Journal of Advanced Research and Reviews, no 23(1), pp. 1242-1252. DOI: https://doi.org/10.30574/wjarr.2024.23.1.2123
Avanesova N., Tahajuddin S., Hetman O., Serhiienko Y., Makedon V. (2021) Strategic management in the system model of the corporate enterprise organizational development. Economics and Finance, no 1/2021, Vol. 9, pp. 18-30. DOI: https://doi.org/10.51586/2311-3413.2021.9.1.18.30
Djurayeva M. S. (2024) Basics of digital marketing. Gospodarka i Innowacje (Economy and Innovation), no 51, pp. 160-166. DOI: https://doi.org/10.XXX/gi.51.2024.3009
Gensler S., Rangaswamy A. (2025) An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research, no 190. DOI: https://doi.org/10.1016/j.jbusres.2025.115230
Kamkankaew P., Thanitbenjasith P., Sribenjachot S., Phattarowas V. (2025) The future of digital marketing: What lies ahead? International Journal of Sociologies and Anthropologies Science Reviews, no 5(2), pp. 1-28. DOI: https://doi.org/10.60027/ijsasr.2025.5444
Laila N., Sucia Sukmaningrum P., Saini Wan Ngah W. A., Nur Rosyidi L., Rahmawati I. (2024) An in-depth analysis of digital marketing trends and prospects in small and medium sized enterprises: Utilizing bibliometric mapping. Cogent Business & Management, no 11(1). DOI: https://doi.org/10.1080/23311975.2024.2336565
Makedon V., Budko O., Salyga K., Myachin V., Fisunenko N. (2024) Improving strategic planning and ensuring the development of enterprises based on relational strategies. Theoretical and Practical Research in Economic Fields, no 15(4), pp. 798-811. DOI: https://doi.org/10.14505/tpref.v15.4(32).02
Tugnait P. (2025) Revolution of marketing: From traditional to technical. International Journal for Multidisciplinary Research (IJFMR), no 7(1), pp. 1-17. DOI: https://doi.org/10.36948/ijfmr.2025.v07i01.36463
Neuvonen H., Pecoraro M. (2024) Digital marketing skills in high demand: Exploratory study of multiple competencies for a marketing professional. Athens Journal of Business & Economics, no 10(2), pp. 121-138. DOI: https://doi.org/10.30958/ajbe.10-2-3
Sak T., Mylko I., Ivashko O., Chulipa I., Wołowiec T., Sokołowska Woźniak J. (2025) How the digital economy is revolutionizing marketing management and driving sustainable development. Sustainability, no 17(3), Article 1130. DOI: https://doi.org/10.3390/su17031130
