THEORETICAL AND METHODOLOGICAL FOUNDATIONS OF MANAGING SEO MARKETING PROJECTS IN MODERN ENTERPRISES

Abstract

The article examines the theoretical and methodological foundations of marketing management in the context of managing SEO marketing projects in a modern enterprise. The essence of marketing management is defined, and the process of its application in production enterprises for effective management of SEO projects is analyzed. The expediency of integrating marketing management into the enterprise management system to enhance its competitiveness is substantiated. Income-based methods are considered the most relevant as they align with the principle of expected economic benefits. Through a comprehensive scientific analysis of the categorical framework and interdependence of the concepts of "corporate image," "corporate reputation," and "brand" in the context of modern strategic management, it has been demonstrated that these categories are critical determinants. A clear hierarchical model of their interaction has been established: the corporate image serves as the foundation and primary perception by external stakeholders; corporate reputation forms as a corresponding reaction (feedback) to this image, based on stakeholders' evaluations of the company's actions; and the brand represents the capitalization of reputation, transforming into a key intangible asset that creates added value. The authors have systematized theoretical approaches, identifying groups of factors influencing image and reputation: external marketing factors (perception of the company by consumers, partners, and competitors through communication channels) and internal management factors (corporate culture, ethical standards, leadership, and managerial decisions shaping the "internal image" among staff). Digital tools, particularly the publication of financial reports on online platforms, play a crucial role in maintaining transparency and external image in modern conditions. The practical value of implementing these directions lies in developing effective tools to maximize shareholder value and ensure sustainable business development amid an unstable external environment.