Zamroz Mariana, PhD (Economics), Associate Professor, Associate Professor of the Department of Management, Ivan Franko National University of Lviv, Lviv, Ukraine

ORCID: 0000-0002-7396-8296
e-mail: maryana.zamroz@lnu.edu.ua

Danylevych Nataliia, PhD (Economics), Associate Professor, Associate Professor of the Department of Management, Ivan Franko National University of Lviv, Lviv, Ukraine

ORCID: 0000-0001-9906-1492
e-mail: Nataliya.Danylevych@lnu.edu.ua

Nesterovych Andriy, PhD (Economics), Senior Lecturer, Department of International Economic Relations and Marketing Strategies, Lviv National Environmental University, Dublyany, Ukraine

ORCID: 0009-0005-5903-0102
e-mail: hab198568@gmail.com

Marketing management as a key factor in forming sustainable competitive advantages for a company

Abstract. Introduction. Marketing management is one of the key tools for ensuring the sustainable competitiveness of an enterprise, allowing it not only to quickly adapt to consumer needs, but also to form long-term advantages through effective positioning and brand management. The relevance of this topic is due to the need to find new strategies that ensure business stability and development even in conditions of change and economic instability. It is marketing management that serves as the foundation for creating unique value that determines the long-term success of an enterprise in the market.

Purpose. The current issue of strategic management of competitiveness of a modern enterprise is the formation of sustainable competitive advantages based on marketing. Therefore, the aim of the study is to develop an effective model of marketing management integration into the system of strategic management of competitiveness of a modern enterprise.

Results. The study emphasizes the integration of marketing management into the competitiveness management system in a modern enterprise. The main trends in the development of marketing management and their impact on the enterprise are identified. A universal model of marketing management in the competitiveness management system of a modern enterprise is proposed and its main components are identified.

Conclusions. Marketing management plays a strategic role in the system of managing a company’s competitiveness, as it is responsible for creating unique value for consumers and long-term advantages in the market. It is important to note that competitive advantages are formed not only through the product, but also through the brand, reputation, customer loyalty and social responsibility, which ensures a comprehensive approach to management. Thus, marketing management is the foundation of sustainable competitiveness and a guarantee of long-term development of the enterprise.

Keywords: marketing management, competitiveness, competitiveness management, competitive advantages, marketing.

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