Modern trends in the development of strategic marketing tools

The research substantiates the need to develop strategic marketing management tools. The following factors are identified as determining the expediency of improving strategic marketing tools: the dynamic nature of the market environment, which necessitates the formation of a strategic marketing management system; the implementation of a proactive approach in strategic management and the transition from ensuring implementation to a proactive management stratagem; choosing the strategic potential of an enterprise as the main object of strategic marketing management; creating a strategic marketing ecosystem of an industrial enterprise based on strategic marketing forecasting; building a promising image of strategic potential based on the implementation of the results of collective innovation activities.

The methodological base of the research is represented by traditional methods: analysis and synthesis of theoretical information, comparison and generalization. In the course of the research, a justification was obtained for increasing the role of the strategic potential of the enterprise as a result of the development of competitive forces and the evolution of the innovation sphere, shortening the life cycle of goods and the need to intensify the modernization of production forces. In turn, this fact determined the need to develop the strategic ecosystem of the enterprise. The article proposes a logical model for the development of strategic marketing management tools, reflecting the need to develop special strategic marketing tools in the following areas: strategic forecasting of the market environment, strategic analysis and planning of the development of the strategic potential of the enterprise in the format of a marketing ecosystem and modeling of marketing strategy.

The most promising areas for the development of strategic marketing tools have been identified: analysis of strategic potential in the enterprise ecosystem as the development of strategic marketing analysis, marketing design as a type of marketing (strategic) planning, and synergetic modeling of the strategic marketing ecosystem and marketing strategy.

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