The Impact of Modern Marketing Strategies on Enterprise Competitiveness

Abstract

This study aims to analyze the impact of modern marketing strategies on enterprise competitiveness, focusing on how digital transformation, customer-oriented approaches, and data-driven marketing influence firm performance. The research uses a mixed-method approach, including comparative analysis, econometric modeling, and literature review. A regression model is applied to examine the relationship between marketing strategy effectiveness and competitiveness indicators such as market share, profitability, and brand strength. The results indicate that modern marketing strategies significantly enhance enterprise competitiveness. Digital marketing, social media engagement, and personalized advertising positively affect customer retention and sales growth. Firms adopting integrated marketing strategies demonstrate higher market performance compared to traditional marketing users. This study integrates classical marketing theory with modern digital marketing concepts, proposing a comprehensive framework linking marketing innovation and competitiveness. The findings provide practical recommendations for managers to adopt digital tools and customer-centric strategies. Policymakers can support digital transformation initiatives to strengthen national competitiveness The study is limited by secondary data availability and sectoral focus. Future research should include cross-country comparisons and industry-specific analyses.