Modern Approaches to Marketing Management: the Practice of Moldovan Companies

Abstract

Effective marketing management is a crucial condition for the sustainable development of companies in a highly dynamic market environment. Modern marketing management requires not only the implementation of innovative tools but also a comprehensive approach to management, strategic planning, and adaptation to external changes. Drawing on theoretical frameworks and empirical analysis of forth companies (case study) in the Republic of Moldova, the paper explores the practical application of agile marketing, omnichannel integration, data-driven decision-making, and ESG-oriented strategies. The findings reveal that the successful implementation of these approaches enhances customer experience, operational adaptability, and long-term brand value. The research contributes to a deeper understanding of how marketing management evolves into a holistic, value-driven paradigm. UDC: 339.138:005(478); JEL: M00, M11, M30, M31