EXPERIENCE IN MANAGING MARKETING ACTIVITIES IN SMALL BUSINESSES

This article covers small business entities, management styles, and the management process in digital marketing.The oldest businesses in the world are family-owned, including the Japanese construction firm Kongo Gumi, founded in 578. This article examines the experience of managing marketing activities in small businesses and highlights the importance of effective marketing strategies in ensuring sustainable growth and competitiveness. The study analyzes modern approaches to marketing management, including market research, customer relationship management, digital marketing, and branding practices. International and national experiences are reviewed to identify the key factors contributing to successful marketing performance in small enterprises. The findings suggest that the effective organization of marketing activities enables small businesses to adapt to changing market conditions, improve customer satisfaction, and strengthen their market position. Recommendations for enhancing marketing management practices in small businesses are also provided.