Forms and tools for organizing remote work in the field of business marketing

Abstract

The article substantiates the economic feasibility of implementing remote work in the field of marketing activities in the context of the adaptation of a business entity to the current conditions of martial law in Ukraine, the relocation of enterprises and the existing global process of digitalization. The purpose of the study is to identify key aspects of organizing remote work in the field of marketing activities, identify advantages and possible risks, and formulate practical recommendations for the successful implementation of organizational measures. The methodological basis was general scientific and special methods: analysis and synthesis of scientific literature, comparative analysis of international experience and content analysis. During the analysis, it was determined that the competitiveness of business entities largely depends on the choice of effective marketing methods. It was determined that traditional means of marketing activities were dominant before the Internet era, the evolution of digital technologies provided an impetus for the spread of remote work and the transformation of marketing approaches. In the current conditions of Ukrainian enterprises, it is worth paying attention to the organization of remote work methods, which became widespread during the COVID-19 pandemic and became a key model in the conditions of enterprise relocation. The conditions of military uncertainty impose strict requirements on the construction of communication channels, their resource provision and adaptability. Analytical tools allow you to optimize marketing decision-making in accordance with consumer needs and organize communication channels. Focusing on digital technologies allows not only to restore entrepreneurial activity in new conditions, but also to create additional competitive advantages. The task of improving the organization of marketing activities and searching for the latest tools appears as an integral part of the enterprise management policy. The use of flexible, technologically sound and consumer-oriented solutions, provided with proper security and qualified personnel, will contribute to increasing the competitiveness of Ukrainian enterprises in conditions of military uncertainty.