Assessment of the impact of marketing strategy on the economic development of a trade enterprise

In the article, the impact of the marketing strategy on the economic development of the commercial enterprise is assessed. To determine the economic efficiency of the commercial enterprise, a system of key economic indicators (KPIs) is used, which allow assessing profitability, efficiency, productivity and general condition of the enterprise. It is proved that using digital technologies in the marketing activities of the commercial enterprise is the universal factor that must be taken into account in the marketing strategy and technologies. It is proposed to build a model of the dependence of the impact significance on economic indicators of the commercial enterprises of various digital components of the marketing strategy on the cost of their use using the methodology of the functional-cost analysis.