Optimization of Marketing Functions in the Exchange Sphere: Main Directions, Practices and Prospects
DOI:
https://doi.org/10.69760/portuni.26020006Keywords:
communication, commerce, method, analysis, efficiency, financeAbstract
The level of marketing development and its practical use in enterprises reflects the maturity of market relations and the ability of organizations to apply marketing elements and methods creatively. Because no single universal model exists for organizing marketing activities in the global economy, the selection and implementation of marketing methods require a differentiated approach that considers enterprise-specific characteristics and, above all, the features of the market environment. This confirms the versatility of marketing: its principles can be applied across most commercial and non-commercial fields that involve exchange relations, provided they are adapted to local conditions through creative and analytical thinking. A key task for the further development of marketing theory and practice is examining how marketing methods operate specifically within the exchange sphere, where consumer market mechanisms must be aligned with individual customer requirements. Solving this problem has both scientific and practical value, since balancing production and consumption supports sustainable economic growth. The relevance of this research is increasing as market mechanisms evolve rapidly and competition between domestic and foreign producers intensifies. In such conditions, effective marketing methods help enterprises respond to market changes, build strategic perspectives, and remain competitive by matching products more closely to end-consumer needs.
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