METHODOLOGY FOR ASSESSING THE ECONOMIC SECURITY AND COMPETITIVENESS OF ENTERPRISES BASED ON THE INNOVATION MARKETING INDEX
DOI:
https://doi.org/10.47390/SPR1342V6I4Y2026N16Keywords:
innovative marketing, economic security, competitiveness, IMI, digital marketing, CRM, SMM, artificial intelligence, enterprise management.Abstract
This article studies the role of the innovative marketing factor in ensuring the economic security and increasing the competitiveness of enterprises. As part of the research, an integrated indicator for assessing innovative marketing activities at enterprises, the innovative marketing index (IMI), was developed. The results of the study showed that the economic stability and competitiveness of enterprises increase as the level of use of innovative marketing tools increases.
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