персоналізація

The article explores the role and practical application of Customer Relationship Management (CRM) systems and Customer Data Platforms (CDPs) in forming customer-centric business strategies in the context of digital transformation and increasing competition. Particular attention is paid to the struc- tural and functional differences between CRM and CDP, as well as their potential for synergistic integra- tion.

The purpose of the study is to examine the essence, effectiveness, specifics and possibilities of using emotional marketing in a full-scale war, as well as to identify key emotional triggers that affect consumer behavior and brand competitiveness in crisis situations. The main factors of emotional influence, development trends and challenges facing companies in wartime are summarized.

Purpose. The primary objective of this research is to identify, classify, and analyze the emerging AI-driven factors that determine product competitiveness in the digital era. The study specifically explores how AI integration – through mechanisms such as deep personalization, real-time adaptability, and autonomous optimization – creates a new paradigm for achieving competitive advantage. It also develops strategic recommendations for firms seeking to enhance their market positions.