ABSTRACT
The Fast-Moving Consumer Goods (FMCG) sector is characterized by high competition, rapid consumption cycles, and significant consumer engagement. Modern marketing strategies in this sector have evolved significantly due to advancements in technology, changes in consumer behavior, and the increasing importance of sustainability. This article explores the key modern marketing strategies employed in the FMCG sector, including digital marketing, influencer partnerships, personalized marketing, omnichannel strategies, and sustainability-driven marketing.
