MARKETING SUPPORT OF ENTERPRISE COMPETITIVENESS UNDER CONDITIONS OF INTENSIFIED INTERNATIONAL COMPETITION

Abstract

The article substantiates that under the conditions of intensifying international competition, marketing support should be considered an important component of enterprise competitiveness formation. It has been established that the key elements of such support include marketing research, competitive environment analysis, digital analytics, customer orientation, and the adaptability of marketing strategy. The study emphasizes that in the current global and digital business environment, competitiveness is determined not only by production capacity or pricing policy, but increasingly by the quality and systematic nature of marketing support. Based on the empirical research, it was found that the most developed element of marketing support is the analysis of the competitive environment, while consumer marketing research and the forecasting of market trends require further strengthening. This indicates a certain imbalance in the marketing practices of enterprises, when the focus on competitors prevails over the systematic study of consumer needs and proactive response to market change. At the same time, the calculation of the competitiveness stability index confirmed that the systematic use of marketing tools is associated with a higher level of enterprise competitive stability. The paper proposes a conceptual model that summarizes the logic of the influence of marketing support on the formation of competitive advantages. The model reflects the transition from marketing research and analytical processing of information to strategic marketing decisions, the development of competitive advantages, and the achievement of enterprise competitive stability. The practical significance of the obtained results lies in the possibility of using the proposed approach as a basis for improving the marketing management system of domestic enterprises under the conditions of increasing international competition. The results of the study also highlight the growing importance of integrating digital technologies and data-driven approaches into marketing activities as a prerequisite for sustainable competitive development. In addition, the findings demonstrate that enterprises with a higher level of marketing systematization are better able to respond to external challenges and market turbulence. The study contributes to the development of methodological approaches to assessing marketing support by offering an integral indicator of competitive stability. The proposed approach can be used both for academic research and for practical diagnostics of marketing effectiveness at the enterprise level.