The Role of the Marketing System in Enhancing the Competitiveness of Local Enterprises
Abstract
In the context of globalization and increasing competition, the competitiveness of local enterprises has become one of the key determinants of sustainable economic growth. This study examines the role of the marketing system in strengthening the market position of local businesses, with a particular focus on its strategic functions and modern applications. Marketing is no longer limited to promoting goods and services; rather, it serves as a comprehensive mechanism that identifies consumer needs, shapes demand, builds brand loyalty, and ensures long-term business sustainability. The research applies analytical and comparative methods to highlight the importance of digital marketing, brand management, and customer relationship management (CRM) in achieving competitive advantage. Statistical data from national sources, as well as theoretical insights from global marketing literature, were utilized to illustrate the relevance of these tools for local enterprises. Findings indicate that companies implementing a well-structured marketing system can increase their market share, improve consumer satisfaction, and expand their access to both domestic and international markets. Furthermore, the study reveals that the integration of innovative marketing strategies significantly contributes to product diversification, customer retention, and the creation of a strong brand image. However, challenges such as insufficient investment in marketing activities and the lack of qualified professionals still remain. The paper concludes that enhancing the marketing system is essential for local enterprises to survive and thrive in today’s highly competitive environment.
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