BUSINESS NEGOTIATIONS AS A GUARANTEE OF SUSTAINABLE MARKETING ACTIVITY OF THE ENTERPRISE

Abstract

Introduction. Today, business is always complex and unpredictable. This is especially felt during periods of uncertainty, for example, COVID-19, war. In order to retain partners in difficult periods, it is necessary to focus on business innovations and know the possible areas of activity of partners, which helps to find common interests. Marketing communications of each enterprise can provide an increase in the audience of consumers, form a positive image, reputation, find partners, expand the market, and create conditions for creativity in marketing activity. But in the B2B sphere, the most influential will be business negotiations, as a form of marketing communications between company representatives. Despite the attention of scientists to negotiations, their role in the process of marketing activity has not yet been sufficiently studied, which determines the relevance of the article.

Purpose. The purpose of the article is to identify problems in the marketing activity of a modern enterprise that can be solved through business negotiations.

Materials and methods. The materials of the study are the works of domestic and foreign authors who analyzed marketing communications and business negotiations and considered their significance in marketing.

In the process of the study, the following methods were used: the method of theoretical generalization (to identify the significance of business negotiations in the B2B sphere), the method of content analysis (to determine the essence of the topic of negotiations and marketing problems), the method of comparison (to understand the prospects of negotiations for marketing), rhetorical methods (which can become the basis for finding a compromise), the method of observation (to choose a sequence of strategies that will allow negotiators to obtain beneficial conditions for compromise and partnership).

 Results. The scientific research proposes rhetorical methods for the formation of the value of the product that is the subject of negotiations. Problems are considered that can be resolved in the process of negotiations and mutually beneficial solutions can be obtained. Rhetoric and style of communication in negotiations create an emotional connection between partners. It is determined that successful business negotiations in marketing are the basis not only for financial success, but also for sustainable marketing activity of the enterprise. They contribute to economic stability, social welfare, environmental responsibility, forming a comprehensive positive impact on both business and society.

Prospects. In further scientific research, it is proposed to conduct focus group interviews with potential partners to understand possible scenarios of business negotiations. This will help to predict the behaviour patterns of partners. In addition, it will make it possible to create scenarios based on common interests, professional values and expectations, choosing approaches to achieve sustainable marketing activity.