THE IMPACT OF GLOBAL MEGATRENDS (URBANIZATION, ECOLOGY, DIGITALIZATION) ON INTERNATIONAL MARKETING

Tarasova Olga Valerievna, Bobkova Elena Yu, Koryagina Inga

The purpose of this study is to analyze the mechanisms and degree of influence of key global megatrends – urbanization, greening and digitalization – on the theory and practice of international marketing and to develop on this basis a practical scheme for adapting marketing strategies. The research methodology includes a comparative analysis of scientific literature and statistical data, generalization of empirical experience of international companies, as well as synthesis of a theoretical model. As a result, it has been established that urbanization is transforming international marketing through the phenomenon of "smart cities" and the concentration of consumer markets, requiring new distribution channels and hyperlocal personalization. Greening creates a new class of "green" consumers and a system of regulatory requirements, making sustainable development not just a trend, but a central element of global brand positioning and a factor of long-term competitiveness. Digitalization, acting as a catalyst and infrastructural foundation, is fundamentally changing the operational environment of marketing, providing data for analytics, automating processes and creating new platforms for interacting with the audience. The scientific novelty of the study consists in a comprehensive consideration of megatrends as an interconnected system of factors that have a non-linear impact on international marketing. Unlike existing works, which often focus on individual aspects of the problem, the present study offers a holistic approach to analyzing the transformation of international marketing. The main result of the novelty is the development of an ESGT adaptation scheme, which is a sequential algorithm for integrating megatrend factors into the strategic planning process of international marketing activities.

Keywords:international marketing, global megatrends, urbanization, ecology, digitalization, sustainable development, strategy, ESGT adaptation