KNOWLEDGE MARKETING AS A TOOL FOR MANAGING ENTERPRISE DEVELOPMENT IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

The article examines knowledge marketing as a tool for managing enterprise development under conditions of digital transformation of the economy. Particular attention is paid to the growing role of knowledge, information, digital technologies, and intellectual capital in the formation of enterprises’ competitive advantages. The essence of knowledge marketing is defined, and its difference from traditional marketing is revealed. Unlike traditional marketing, which mainly focuses on promoting goods and services, knowledge marketing is aimed at creating, disseminating, using, and commercializing knowledge as a strategic resource for enterprise development. In this context, knowledge is considered not only as an auxiliary asset but as a key driver of value creation and long-term growth. The article identifies the place of knowledge marketing in the enterprise management system and characterizes its integrative nature, which combines marketing activities, knowledge management, strategic management, and innovation processes. The influence of digital transformation on the development of knowledge marketing is analyzed through the use of CRM and ERP systems, analytical platforms, Big Data, and artificial intelligence technologies. Based on statistical data, it is shown that the spread of digital technologies creates prerequisites for the transition of enterprises to data-driven management models, in which knowledge becomes a key resource for decision-making. This transformation significantly enhances the ability of enterprises to respond to market changes and to build flexible development strategies. The article proposes a model of knowledge transformation in the enterprise development management system and a conceptual model of knowledge marketing integration into the enterprise management system. The main directions for increasing the effectiveness of knowledge marketing are outlined, including the development of digital infrastructure, the formation of a knowledge management system, the strengthening of intellectual capital, the integration of knowledge into innovation processes, and the provision of feedback between enterprise performance results and the knowledge marketing system.