The value of marketing research for the creation and successful implementation of effective strategies in the field of marketing Shumkova Olena1,*, Liulchak Zoreslava2, Naboka Ruslan3, Voskresenska Olena3, Petrychuk Svitlana4 1Department of Marketing and Logistics, Sumy National Agrarian University, Sumy, Ukraine 2Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, Ukraine 3Department of Management, Marketing and Tourism, Kherson National Technical University, Kherson, Ukraine 4Centre of Distance Education, “Chernivtsi Institute”, the Private Joint-Stok Company, “Higher Education Institution Interregional Academy of Personnel Management”, Chernivtsi, Ukraine *Corresponding author: lena_shumkova@ukr.net (ORCID ID: 0000-0002-5971-3561)
Online Published on 19 January, 2024. Abstract The article considers the importance of marketing research for the creation and successful implementation of effective strategies in the field of marketing. The problem lies in the need to understand the role of marketing research in the process of developing and implementing marketing strategies, as well as in determining their scientific and practical significance. This article uses an analytical approach based on scientific literature, which allows considering various aspects of marketing research. The authors analyze research methods used in marketing, as well as the specificity of the object and subject of research. The object of research is marketing research, which is aimed at creating and implementing effective strategies in the field of marketing. The subject of the study is the methods and approaches used in marketing research, as well as their importance for the development of marketing strategies. The scientific novelty of the article is a detailed analysis of the methods and approaches used in marketing research of digital marketing, as well as the determination of their importance for the creation and implementation of effective marketing strategies. The authors of the article emphasize the importance of marketing research in the process of making informed decisions in order to achieve success in the market. The application of marketing research is an integral part of the process of creating and successfully implementing strategies in the field of marketing. Marketing research allows you to collect and analyze information about the market, consumers and competitors, which helps businesses understand their target audience and develop effective marketing strategies. The conclusions of the article emphasize the importance of marketing research as a means of achieving market success and developing effective marketing strategies. The studies provide practical recommendations for enterprises on the use of marketing research in their activities. They emphasize the importance of understanding consumers, developing a unique offer, using effective communication channels and other strategic approaches to achieve success in the field of marketing. Highlights • The article considers the importance of marketing research for the creation and successful implementation of effective strategies in the field of marketing. • The conclusions of the article emphasize the importance of marketing research as a means of achieving market success and developing effective marketing strategies. Top Keywords Marketing, Management, Management strategy, Enterprise. Top |