MODERN TECHNOLOGIES FOR IMPLEMENTING PRODUCT POLICY AT AN ENTERPRISE

Abstract

Objective. To investigate modern technological tools for implementing product policy at an enterprise and assess their impact on key marketing processes and the effectiveness of product portfolio management. Materials and Methods. The study employed methods of systems analysis, synthesis, and classification. The research materials comprised scientific publications, industry reports (Gartner, McKinsey), case studies of Russian and international companies, as well as open data on the implementation of digital platforms and analytical systems. The issues of forming the commodity policy are widely covered in the scientific literature on marketing. Separate aspects of the formation and implementation of the commodity policy of the enterprise are reflected in the works of F. Kotler, T.S. Bronnikova, A.M. Godin, E.P. Golubkov, V.Yu. Kornyushin, I.I. Kretov, T.P. Danko, Yu.V. Morozov, T.M. Kondratenko, A.P. Pankrukhin, etc. Results. Key technological directions were identified and structured: data-driven management (big data, predictive analytics), digital platforms for product lifecycle management (PLM, PIM), tools for agile development and customization (Agile, CAD/CAM/CAE), and technologies for intelligent promotion (AI-generated content, programmatic advertising). Their synergistic effects and practical benefits were determined, including accelerated time-to-market for new products, assortment optimization, and increased customer loyalty. Conclusion. The analysis shows that the introduction of modern tools for the implementation of commodity policy in the activities of enterprises is a necessary condition not only for their development, but also for their survival in a market environment. A successful future product policy is a continuous cycle of «data-decision-implementation-feedback,» implemented on the basis of integrated technological platforms. Further research could focus on the organizational changes required for companies to adapt to working within this new technological paradigm.