# 115 625-630 View full article

УДК 658.8:004.9

DOI: https://doi.org/10.36887/2415-8453-2026-2-115

Svitlyshyn Ihor,
Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Management, Business and Marketing Technologies,
Zhytomyr Polytechnic State University
http://orcid.org/0000-0002-3177-7774
Chernysh Tetiana,
PhD in Economics (Candidate of Economic Sciences), Associate Professor, Associate Professor at the Department of Marketing,
State University of Trade and Economics,
https://orcid.org/0000-0001-7260-1196
Miniailo Nataliia,
Doctor of Philosophy in Philology, Lecturer of the Department of Foreign Languages and Crosscultural Communication,
Simon Kuznets Kharkiv National University of Economics,
http://orcid.org/0000-0002-4643-3309

JEL classification: M15, L86

The article examines approaches to understanding the business processes underlying enterprises’ marketing activities in the context of digital transformation. The relevance of the research is determined by the increasing digitalization of the business environment, changes in consumer behavior, the spread of omnichannel interactions, and the need to improve the efficiency of marketing resource utilization. Given the active implementation of CRM systems, digital analytics, e-commerce platforms, marketing automation, and artificial intelligence technologies, there is a need not only to automate existing operations but also to redesign marketing business processes systematically. The study aims to substantiate the theoretical and methodological foundations and develop a mechanism for optimizing the business processes of enterprises’ marketing activities in the context of digital transformation. To achieve this aim, the article examines the theoretical foundations of process management in marketing activities, drawing on concepts such as process management, business process reengineering, digital transformation, and a customer-centric approach. The author’s interpretation of a marketing business process is substantiated as a sequence of interconnected actions, resources, information flows, and managerial decisions that transform an enterprise’s marketing resources into measurable customer value and an economic outcome for the enterprise. An author’s approach to developing an end-to-end marketing business process focused on the customer journey, from identifying a need and establishing the first contact to completing a purchase, post-purchase interaction, and building customer loyalty, is proposed. It is established that the effectiveness of individual marketing operations cannot be assessed in isolation from subsequent stages of customer interaction, since local inefficiencies may reduce the overall economic performance of marketing activities. Based on a synthesis of the scientific approaches of foreign and Ukrainian researchers, a mechanism for customer-centric digital optimization of an enterprise’s marketing business processes is proposed. The mechanism includes target, analytical, process, technological, and performance blocks. It is proposed to assess the effectiveness of the transformation by combining customer, marketing, process, digital, and economic effects. The practical significance of the results lies in their applicability to the systematic improvement of enterprises’ marketing activities.

Keywords: marketing, management, business process, marketing activity, marketing business processes, digital transformation.

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Quote article, APA style

Svitlyshyn I. , Chernysh T. , Miniailo N. Optimization of business processes of enterprises’ marketing activities in the context of digital transformation. Ukrainian Journal of Applied Economics and Technology. 2026. №2. 625-630 pp. https://doi.org/10.36887/2415-8453-2026-2-115

Quote article, MLA style

Svitlyshyn I. , Chernysh T. , Miniailo N. Optimization of business processes of enterprises’ marketing activities in the context of digital transformation. Ukrainian Journal of Applied Economics and Technology. https://doi.org/10.36887/2415-8453-2026-2-115