CHALLENGES FOR MANAGERS IN THE CORPORATE MARKETING ENVIRONMENT
CHALLENGES FOR MANAGERS IN THE CORPORATE MARKETING ENVIRONMENT

Summary/Abstract: In an environment characterized by rapid market transformations and technological advancements,marketing managers face increasingly complex challenges in adapting to consumer expectations. Thispaper aims to present an overview of current theoretical concepts and contemporary research findingsrelated to the role, tasks and responsibilities of marketing managers in the context of globalcompetition, digitalized processes and comprehensive business transformation. Special attention ispaid to identifying key contemporary challenges, including managing digital communication channels,building and maintaining brand reputation, implementing sustainable marketing practices andresolving ethical dilemmas in the decision-making process. Based on the analysis of relevant sources,the paper provides a consolidated overview of the most important current findings and formulatesrecommendations for improving managerial activities in the field of corporate marketing. The findingsindicate the importance of developing flexible organizational models, strengthening digital skills andapplying a strategic approach to rapid market transformations.

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