Modeling of Increasing the Efficiency of Marketing Strategic Management with Tools for Ensuring Sustainable Development in EU

Abstract

he main purpose of the article is to form the model of increasing the efficiency of marketing management with tools for ensuring sustainable development. The object of the study is the marketing management of sustainable development of the film industry enterprise. The scientific task is to determine the level of the main factors that influence marketing tools for ensuring sustainable development, as well as to form a strategic map for the implementation of marketing tools to ensure sustainable development of the film industry enterprise. The research methodology involves the use of method of integrated assessment of the marketing activities of a film industry enterprise. As a result of using the chosen method, calculations were carried out, during which the key factors influencing the formation and implementation of marketing tools for sustainable development were assessed, and a strategic map for the implementation of marketing tools for sustainable development of a film industry enterprise was formed. The innovation of the study lies in the fact that in the process of conducting it, a specific mathematical method was used, which allows obtaining the most objective results, and, based on them, creating the most accurate proposals for improving marketing tools for ensuring the sustainable development of the enterprise. The study is limited by the fact that in the process only film industry enterprises were investigated and proposals were made to improve marketing mechanisms for ensuring sustainable development specifically for the specifics of the work of these enterprises. As a result, we cannot talk about the full universality of the strategic map we have developed for the implementation of marketing tools to ensure sustainable development of the enterprise. The prospects for subsequent research will be the universalization of the proposed methodological approach.