Управління маркетинговим потенціалом компаній в середовищі цифрового бізнесу
Management of the Marketing Potential of Companies in the Digital Business Environment

Summary/Abstract: Purpose: The purpose of the article is to investigate the processes of managing the marketing potential of companies and to develop managerial measures aimed at integrating the functionality of digital platforms with tools for forming personalized marketing strategies for operating in the digital business environment. Design/Method/Approach: The research employs the integration method to combine theoretical concepts of digital marketing, potential management tools, and digital business architecture models; the method of comprehensive formation is used to construct a conceptual mechanism for managing the marketing potential of companies; and the method of logic and sequencing serves to structure the components of the digital platform and formulate the stages of decision-making in the digital economy. Additional methods include comparative analysis, graphical modeling, analytical and structural generalization, and forecasting. Findings: The study proposes a conceptual framework for managing the marketing potential of companies in a digital business environment, considering the growing role of digital platforms, integrated analytical modules, and personalized approaches to customers. Functional interdependencies between elements of the digital marketing ecosystem and the efficiency of business processes have been identified. A model for transforming the traditional marketing mix into a form adapted to digital conditions has been developed. Theoretical Implications: The theoretical significance of the study lies in substantiating approaches to managing the marketing potential of companies as an integral category encompassing resources, competencies, innovative mechanisms, and digital channels for consumer interaction. The proposed approaches expand the conceptual understanding of the digital platform’s role as a core environment for communication, monitoring, analytics, and consumer behavior influence. Practical Implications: The practical significance of the study consists in forming an effective toolkit for managing marketing potential, which can be applied by Ukrainian companies in the context of market digitalization. The proposed modules of the digital marketing ecosystem can serve as a foundation for building national or corporate platforms that enhance managerial decision-making, enable marketing personalization, and support the strategic positioning of companies Originality/Value: The scientific novelty lies in the creation of a structured system for managing the marketing potential of companies in a digital environment. This system includes an adapted marketing mix, a functional architecture of the digital platform, and an action algorithm for optimizing market behavior. For the first time, a concept of a modular marketing ecosystem based on seven functional blocks is proposed, with each block performing a specific role in shaping effective digital interaction between the company and the consumer. Research Limitations/Future Research: Further research should focus on evaluating the effectiveness of implementing digital marketing platforms across various sectors of the economy, particularly in the B2B segment and public services. Promising directions include analyzing the role of artificial intelligence in forecasting consumer behavior and studying the impact of digital technologies on restructuring the functions of corporate marketing departments in post-crisis conditions of global transformation. Paper Type: Theoretical

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