Development of a Comprehensive Set of Marketing Measures in the Online Sales Management System of Enterprises

This article explores the modern transformation of marketing activities in enterprises amid the digitalization of the economy and the emergence of new models of consumer behavior.Online sales have evolved not only into a fullfledged alternative to traditional distribution channels but also into a strategic foundation of commercial interaction in a dynamic market environment.The intensification of competition, information overload, and changes in logistics and financial models have prompted a rethinking of approaches to marketing organization.In this context, the effectiveness of online sales management is determined not only by the quality of the product or level of service but, above all, by the ability to implement flexible, personalized, and technologically empowered communication with the target audience.The research analyzes the theoretical and methodological foundations of the transformation of the classical 4P marketing mix into new strategic frameworks such as the 6C, SAVE, and See-Think-Do-Care models.It is shown that in a digital environment, the managerial focus shifts from product to customer, from promotion to dialogue, and from fixed offers to flexible value co-created with the consumer.The paper highlights the functional specificity of digital marketing tools such as SEO, SMM, email marketing, content marketing, programmatic advertising, CRM, personalized messaging, big data analytics, and machine learning algorithms as the basis for building an integrated marketing system.