IMPROVEMENT OF MARKETING MIX MANAGEMENT IN AN ENTERPRISE BASED ON DIGITAL TRANSFORMATION AND PERSONALIZATION OF CUSTOMER EXPERIENCE

Abstract

The article examines the process of managing the marketing mix of an enterprise in the context of digital transformation and increasing customer-centricity. The purpose of the study is to substantiate theoretical and methodological approaches to improving marketing management based on the integration of digital technologies and personalization of customer experience. The research methodology is based on a comprehensive approach that combines the Data-to-Decision cycle concept with a CRM-centered ecosystem for managing customer relationships, as well as the use of analytical tools, system analysis, and generalization of modern scientific approaches. The study analyzes the impact of digital technologies, including Big Data analytics, artificial intelligence, and automated marketing platforms, on the transformation of the traditional marketing mix elements (4P/7P). Particular attention is paid to the role of customer data in the formation of personalized marketing decisions and adaptive communication strategies. The authors propose an integrated CRM–Data–AI model of adaptive marketing mix management, which is based on a closed-loop system that ensures continuous data processing, decision-making, implementation, and feedback. The proposed model enables enterprises to shift from reactive to proactive marketing management, improving the accuracy of marketing decisions, optimizing resource allocation, and enhancing customer engagement. The expected results of implementing the model include increased efficiency of marketing activities, higher customer loyalty, reduced ineffective marketing costs, and improved overall business performance. It is proven that the integration of digital technologies with personalized marketing approaches significantly enhances the adaptability and competitiveness of enterprises in a dynamic digital environment. The practical significance of the study lies in the possibility of applying the proposed model in enterprise management systems to achieve sustainable development and long-term competitive advantages.