THE TRANSFORMATION OF MARKETING STRATEGIES IN THE GLOBAL MARKET ENVIRONMENT

This article examines the transformation of marketing strategies under contemporary global market conditions. It analyzes how globalization, digitalization, cultural diversity, and changing consumer behavior influence the way firms design and implement marketing activities. The study emphasizes the growing importance of customer-oriented approaches, data-driven decision-making, and the integration of ethical and sustainable principles into marketing practice. Particular attention is paid to the balance between global standardization and local adaptation in international markets. The findings suggest that companies capable of continuously adapting their marketing strategies to global trends and local specificities can achieve sustainable competitive advantage and long-term success in an increasingly complex and interconnected business environment.