Innovative marketing management tools as a factor of increasing business competitiveness

Abstract

Abstract. The purpose of the article is to substantiate the role of innovative digital tools in transforming the enterprise management system and to develop practical recommendations for implementing innovative technologies based on the integration of CRM systems and artificial intelligence technologies into the marketing management system to enhance business competitiveness. The research methods include an analysis of the theoretical basis of the "Marketing 5.0" concept, a comparative analysis of the functionality of CRM systems and automation platforms, a generalization of empirical data regarding the efficiency of implementing generative artificial intelligence, and structural modeling of cognitive management processes. Methods of analysis and synthesis, as well as comparative and systemic approaches, were used to develop an algorithm for integrating digital tools into enterprise activities. The results of the study demonstrate that the technical convergence of CRM systems and automation platforms allows for the transformation of the marketing function into a systematically managed process, ensuring data consolidation and systemic consistency. It has been established that the integration of generative artificial intelligence into the management framework ensures a qualitative transition from traditional segmentation to real-time content hyper-personalization. It has been proven that the use of the proposed cognitive management algorithm creates prerequisites for optimizing operating costs and increasing profitability by delegating routine tasks to algorithms. It is shown that the synergy of human control and technological innovations contributes to the formation of sustainable consumer emotional loyalty and business scaling in the digital economy. The conclusions of the study indicate that the strategic determinant of modern business competitiveness is the transition to a cognitive marketing management model based on the technical synergy of CRM systems and generative artificial intelligence. The synergy of these tools ensures the evolution of management approaches from linear communication to cyclical hyper-personalized interaction, where routine operations are delegated to algorithms, while management focuses on the strategic validation of decisions. The proposed algorithm for implementing digital technologies resolves the dilemma of scaling an individual approach, guaranteeing increased marketing management efficiency as a factor in enhancing business competitiveness.