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RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Personalized Marketing as a Tool for Strategic Adaptation of an Enterprise to Modern Business Conditions
Shymko O. V.

Shymko, Olha V. (2026) “Personalized Marketing as a Tool for Strategic Adaptation of an Enterprise to Modern Business Conditions.” Business Inform 3:634–641.
https://doi.org/10.32983/2222-4459-2026-3-634-641

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138

Abstract:
The article is devoted to the study of the features of personalized marketing as a tool for the strategic adaptation of an enterprise to modern business conditions, which allows forming new approaches to customer service business models based on identifying the unique structure of consumer value through qualitative interaction with clients at all points of contact. The economic essence of the classical customer-oriented approach model and the socioeconomic conditions that determined its evolution are revealed: changes in consumer behavior; the strengthening of personalization and individualization trends; integration of the latest technologies into marketing strategies. The features, principles, and approaches to personalized marketing are characterized, the main goal of which is to create long-term relationships with clients, increase their loyalty and satisfaction through personalized service, and form commercial offers relevant to the unique needs of clients. Based on the systematization of distinction parameters, personalization and individualization are conceptualized as components of personalized marketing. Personalization is a company-initiated conception that involves changing the marketing mix according to individual preferences based on customer data (i. e., the company develops personalized offers), whereas individualization is a customer-initiated conception that involves adapting the marketing mix to meet the customer’s needs. Examples of the implementation of personalization and individualization by individual companies within the framework of the customer-oriented approach conception are presented. Emphasis is placed on the strategic importance of integrating personalized approaches into the overall marketing strategy of the company.

Keywords: customer-oriented approach; consumer behavior; personalized marketing; personalization; individualization.

Bibl.: 21.

Shymko Olha V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Marketing, Academician Stepan Demianchuk International University of Economics and Humanities (4 Academik Stepan Demianchuk Str., Rivne, 33027, Ukraine)
Email: volodya217@ ukr.net

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