MARKETING MANAGEMENT OF IT COMPANIES IN THE CONTEXT OF INTERNATIONAL BUSINESS

Abstract

The article examines the essence of marketing management of IT enterprises in the context of international business. It is analyzed that marketing management in this sector is not only a function of promotion, but also a system of principles and values that affect all aspects of the company's activities. In particular, the importance of market orientation as the basis for effective management of relationships with customers and partners is investigated, which has a positive impact on the financial results and competitiveness of the organization. The article emphasizes the importance of such tools as SWOT analysis, market segmentation and creation of a unique value proposition for successful adaptation of the company's strategy to the international market.  Special attention is paid to the use of the latest technologies, such as artificial intelligence and Big Data, to optimize marketing processes and improve customer service. The use of key performance indicators, such as LTV, CAC, CRR and CSAT, allows us to quickly assess the effectiveness of marketing campaigns and adjust the strategy depending on changes in the market.

Compliance with regulatory requirements, such as the GDPR, and consideration of the cultural specifics of different countries play a special role in the successful development of companies in international markets. Cross-cultural management allows you to adapt marketing strategies to the specifics of each market, which contributes to successful communication with international partners and customers, strengthening long-term partnerships and increasing the company's competitiveness.

The study showed that effective marketing management in the international IT business requires a comprehensive approach that combines market analysis, the latest technologies, regulatory compliance, and cultural sensitivity. This allows companies to achieve high results and ensure sustainable growth in global markets.