SYNERGISTIC EFFECT OF HOLISTIC MARKETING AS A DRIVER FOR ENHANCING ENTERPRISE MARKETING PERFORMANCE

Abstract

Introduction. The article is devoted to studying the specific features of holistic marketing functioning in enterprises under conditions of profound market shifts and increased uncertainty. It is noted that traditional commercial tools and linear management decisions lose their effectiveness due to the complication of consumer behavioral patterns and the large-scale expansion of digital solutions. The expediency of practical deployment of holistic marketing is substantiated, within which internal, external, and communication flows of business processes are inextricably linked as a single organism, allowing companies to respond promptly to environmental challenges.

Purpose. The objective of the article is the theoretical substantiation of the cumulative synergetic effect emergence from holistic marketing implementation and the development of applied tools to enhance the ultimate marketing performance of business entities.

Materials and methods. The research baseline consists of scientific works by leading domestic and foreign experts in the field of strategic management and marketing. To achieve the set objectives, the following scientific methods were applied: analysis and synthesis, generalization and comparison, the abstract-logical method and modeling, etc.

Results. In the course of examining the current global and local experience, the nature of anomalies has been revealed, where targeted investments in scattered commercial tools fail to deliver the desired economic outcome for enterprises. It is substantiated that overcoming this problem is possible through the integration of internal, communication, and social management methods within a company.

The main scientific contribution is the developed systemic synergy matrix of holistic marketing, which describes the mechanisms for neutralizing management contradictions. Additionally, a closed synergetic loop model is presented, which visualizes the functional nodes of business coordination, including the specifics and anti-crisis experience of domestic practice.

Discussion. Future research directions in the outlined area are identified as the study of regularities in the formation of cumulative effects from the implementation of holistic marketing in the activities of enterprises. It is proposed to focus on assessing the potential of involving advanced technological solutions, primarily artificial intelligence algorithms, in order to create flexible business development models.