Year of Graduation
Opportunities to Improve Competitiveness of Corporations in the International Market by Introducing Innovative Means of Marketing
In today's highly competitive world, the main market strategies of international enterprises undergo significant changes. Basically, this is due to the rapid development of the Internet and the various opportunities that the global network opens for humanity. Thus, today the aspect that could not be considered by scientists and specialists in the sphere of competitiveness and marketing – online interaction with clients-comes to the fore. Many experts have acknowledged, that modern marketing tools represent one of the key factors of the competitiveness in the international market. Looking from the business perspective, it goes without saying that today's marketing offers a large variety of new opportunities for companies to promote their brand, products and services. However, today still exist companies that do not introduce innovative means of marketing in their business activity. This aspect requires serious research and the creation of an adapted theoretical framework. This paper is purposed to partially fill the gap in the scientific approach to online marketing as one of the most important factors of competitiveness of enterprises and is devoted to the analysis of the role of innovative marketing tools in improving the competitiveness of the company in the international market of goods and services.