ОПТИМІЗАЦІЯ ОПЕРАЦІЙНИХ ПРОЦЕСІВ МАРКЕТИНГУ НА ОСНОВІ АКТУАЛЬНИХ ТРЕНДІВ САМОМЕНЕДЖМЕНТУ

The contemporary marketing environment is marked by high complexity, rapid market changes, intensive information flows, and the need for timely decision-making. Under these conditions, effective management of marketing operational processes becomes a key factor in maintaining enterprise competitiveness. The purpose of this study is to substantiate and analyze the impact of modern self-management trends on the optimization of marketing operational processes and to identify mechanisms for improving their efficiency and strategic outcomes. The purpose of the research is to analyze key marketing operational processes, including market research, segmentation and targeting, planning and budgeting, marketing communications, interaction with target audiences, sales and logistics management, monitoring, and performance evaluation, as well as to examine contemporary self-management trends such as Slow Productivity, Energy Management, Monk Mode, the use of Artificial Intelligence as a «Second Brain» and asynchronous work. Particular attention is given to the integration of these practices into marketing operations in order to enhance their efficiency. The methodology is based on theoretical analysis, systematization of scientific literature, and comparative evaluation of the influence of self-management trends on marketing activities. Secondary data from empirical studies and modern operational marketing frameworks were synthesized, while analytical tools and tables were used to illustrate optimization mechanisms and practical outcomes. The results demonstrate that the application of modern self-management approaches reduces cognitive overload, improves decision quality, optimizes resource allocation, and increases the adaptability of marketing processes. The integration of Slow Productivity, energy-based task distribution, focused work modes, AIassisted automation, and asynchronous interaction enhances operational performance, creativity, and alignment with strategic goals. The practical significance of the study lies in the proposed framework for implementing self-management tools in marketing operations, enabling enterprises to increase productivity, reduce operational risks, and strengthen competitive advantage. The findings also provide a basis for further empirical research on the measurable effects of self-management practices on marketing efficiency and business performance.