Keywords
product sales
marketing management
market trends
consumer behavior
pricing
omnichannel approach
personalization of communications
innovation management
personnel management
leadership in management
How to Cite
Abstract
In today’s conditions of high competition, digital transformation of business and growing consumer expectations, strategic management of advertising and product sales is of particular importance. Traditional promotion and sales tools lose their effectiveness if they are used in isolation, which necessitates the necessary comprehensive approach to the formation of a marketing strategy. At the same time, insufficient attention to the advertising characteristics of the target audience’s behavior and market trends leads to a decrease in the effectiveness of both activity and sales processes. The research method is the development of an effective integrated advertising and product sales strategy taking into account modern market trends, consumer behavior characteristics and flexible pricing models. The object of the study is the system of marketing activities of the enterprise, and the subject of the activity is strategic approaches to the formation and implementation of advertising, sales and pricing in a dynamic market. The work uses many research methods: system analysis allows you to understand the relationships between the elements of the marketing complex; content analysis of publications and reports of international companies 2020–2024 to identify current trends in the field of promotion; SWOT analysis was used to compare the effectiveness of sales strategies in different sectors (FMCG, B2B); methodical statistical modeling to assess the impact of advertising channels and price levels on sales volume. The study analyzed market trends that suggest directions for the development of advertising and sales, identified behavioral factors that influence consumer decision-making, classified pricing strategies, and proposed a model of integrated advertising and sales policy of the enterprise. The results of the study show that the strategic combination of omnichannel sales, personalized advertising, and adaptive pricing is a key factor in increasing the company's competitiveness. The proposed recommendations can be practically implemented by using behavioral analytics in advertising planning, aligning the pricing strategy with the stages of the product life cycle, and integrating marketing KPIs into the business process management system.
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