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B2B marketing strategies: value creation, key customer acquisition and preservation
(2023-10-31) Lipych, Liubov; Hurina, Olena; Karpenko, Vitalii; Vdovichena, Olha; Herylo, Volodymyr
n this work we have investigated B2B marketing strategies in Ukraine, particularly fo-cusing on the intricate relationships between value creation, key customer acquisition, and preservation strategies within this dynamic context.Principal Findings: Employing a multifaceted approach encompassing a comprehensive literature review, mathematical differential equations, and data simulations, our study uncovers pivotal insights. It underscores the crucial role of value creation and collabo-rative client engagement as cornerstones for gaining a competitive edge in Ukraine's B2B arena. Moreover, we emphasize the strategic importance of networking in the pur-suit of effective customer acquisition. Additionally, our work introduces optimal values for each policy, illuminating their potential efficacy across diverse scenarios.The study concludes that a harmonized approach that integrates value creation, cus-tomer acquisition, and preservation strategies can be a powerful driver of success in Ukraine's B2B market. Success in this dynamic landscape depends on adaptability, re-sponsiveness to market conditions, and resource constraints. These findings offer valu-able insights for businesses seeking a competitive edge in Ukraine's B2B sector and contribute to our understanding of B2B marketing dynamics in this context.
The use of artificial intelligence in marketing strategies: Automation, personalization and forecasting
(2024-03-28) Potwora, Maciej; Vdovichena, Olha; Semchuk, Dmytrii; Lipych, Liubov; Saienko, Volodymyr
The integration of Artificial Intelligence (AI) in marketing strategies is pivotal in the era of digital transformation, especially i n a u toma tion , personalization, and forecasting. This research investigates the evolutionary role of AI in transitioning from traditional marketing frameworks to da ta - driven methodologies, thereby enhancing marketing efficiency and customer engagement. The increasing reliance on AI for strategic decision-making in marketing underscores the significance of this study. Employing a systematic literature review and thematic analysis, this research synthesizes data from an array of studies to thoroughly understand the impact of AI on marketing. The findings reveal that AI significantly streamlines marketing operati ons, fosters highly personalized marketing strategies, and enhances the accuracy of forecasting market trends and consumer behavior. However, this study als shedslight on the ethical and privacy concerns associated with the use of AI in marketing. Results point towards a significant tra n sformati on i n marketing practices propelled by AI, marked by improvements in operational efficiency and customer interaction. Nevertheless, the study advocates th eimportance of addressing ethical considerations and privacy issues, emphasizing responsible AI deployment. The study offers a comprehensive perspective on the integration of AI in marketing and suggests insights into prospective trends. It recommends a balanced approach to leveragi ng AI’scapabilities while upholding ethical standards. The research’s practical implications aim to guide marketers and researchers towards respon sibl e a n d effective AI adoption in marketing strategies, paving the way for a future where technology enhances marketing endevaours wit h ou t comprom isi ng ethical integrity

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