THE ROLE OF INNOVATIVE MARKETING STRATEGIES IN ENHANCING THE COMPETITIVENESS OF TRADE ENTERPRISES
Abstract
This article examines the role of innovative marketing strategies in enhancing the competitiveness of trade enterprises. In today’s highly competitive and rapidly changing market environment, traditional marketing approaches are no longer sufficient to ensure sustainable business growth. The study analyzes how modern marketing tools such as digital marketing, social media marketing, customer relationship management (CRM), data-driven marketing, and personalized advertising contribute to improving market positioning and customer engagement. Special attention is given to the impact of innovation in marketing on brand development, customer loyalty, sales growth, and overall enterprise performance. The findings show that the effective implementation of innovative marketing strategies significantly strengthens the competitiveness of trade enterprises in both local and global markets.