INTEGRATION OF DIGITAL MANAGEMENT AND DIGITAL MARKETING IN ENHANCING COMPANY COMPETITIVENESS

Abstract

The article investigates the integration of Digital Management and digital marketing as a critical strategic imperative for enhancing the competitiveness of enterprises in the context of the digital economy and external disruptions, such as the war in Ukraine. The study conceptualizes Digital Management as a modern managerial paradigm grounded in the comprehensive application of information and communication technologies (ICT) across all functional areas of business—planning, forecasting, resource allocation, operational control, and decision-making. Within this paradigm, digital tools are not merely auxiliary instruments but form the structural basis for adaptive, flexible, and data-driven management models. Particular emphasis is placed on the role of digital marketing as a core mechanism for customer engagement and strategic brand positioning in conditions of uncertainty and rapid change. The research highlights the multidimensional functions of digital marketing, including personalized communications, automation of sales funnels, CRM systems, and the use of artificial intelligence for predicting consumer behavior. These tools contribute to strengthening customer loyalty, increasing conversion rates, and ensuring the financial sustainability of businesses. Case studies from leading Ukrainian companies in logistics, FMCG, and agribusiness are used to illustrate the practical benefits and challenges of digital transformation. The analysis is supported by recent academic research and sector-specific analytics, offering evidence of the positive impact of digital solutions on business resilience and market adaptation. Furthermore, the article identifies a number of systemic barriers that hinder the widespread integration of digital tools—such as insufficient digital literacy among personnel, limited access to technological infrastructure, underinvestment in cybersecurity, and low strategic awareness among small business managers. In response, a set of policy and managerial recommendations is proposed, including the development of educational programs, public-private partnerships, digital inclusion initiatives, and institutional support mechanisms. The study concludes that the synergistic integration of digital managerial and marketing approaches strengthens the strategic agility of companies, facilitates customer-centric transformation, and builds a solid foundation for sustainable long-term development in the post-crisis digital economy.