Marketing Activities in the Sale of Publishing and Printing Products to Increase Their Competitiveness

Abstract

The purpose of the article is to substantiate the key role of marketing activities in the sale of publishing and printing products to increase their competitiveness in conditions of martial law and dynamic changes in the external environment. The object of the study is the system of marketing practices of publishing and printing enterprises, aimed at strengthening security potential and market positions. It is determined that traditional approaches to the sale of printing products are losing effectiveness, which necessitates the need for a systematic rethinking of the internal processes of publishing and printing enterprises. It is proven that marketing activities are not a secondary element, but are a driving force in the transformation of enterprises in the direction of innovation, adaptability and increasing security potential. The article identifies the relevance of marketing activities in the sale of publishing and printing products in the conditions of martial law and constant changes in the external environment of Ukraine since 2022. It is proven that the integration of strategic demand analysis, flexible production and digital distribution increases the security potential of the industry and ensures sustainable growth in the competitiveness of publications. It is substantiated that segmenting the audience into diaspora readers, military, internally displaced persons and educational institutions allows for personalization of value propositions and minimizes the risks of resource shortages. The need for state and donor support in the form of grants, preferential lending and training programs for training new personnel is substantiated, which will contribute to the long-term sustainability of the market. It is established that the formation of a “content ecosystem”, where the printing house, creative studio and distributor interact in the mode of a single value chain, provides a synergistic effect, strengthens the security potential and opens up new prospects for global partnership. Thus, the article offers a comprehensive scientific and practical algorithm for increasing the competitiveness of publishing and printing products in the difficult conditions of modern times.