FORMATION OF THE MARKETING MANAGEMENT SYSTEM OF THE ENTERPRISE

Abstract

In modern terms of aggressive competition, it is almost impossible to carry out effective economic activity without a competent construction of the marketing management system. Reducing trade barriers around the world creates favorable conditions for increasing product diversity, giving consumers more choice. In such conditions, marketing becomes a necessary part of the enterprise activity, able to meet the demand for products on the market. The purpose of the article is a thorough analysis of the theoretical aspects of marketing activities and improve marketing model of system management. Methods of induction and deduction, logical, comparative, system analysis were used in the process of writing the article. The article is devoted to the theoretical aspects of the formation of the marketing management system of the enterprise, among which special attention was paid to the principles of marketing management. In the course of the research the analysis of modern tendencies of management of marketing activity of the enterprise was carried out. The result of the study was the development of an improved model of formation of the marketing management system of the enterprise, which was depicted schematically, which allowed to demonstrate the need for an integrated approach to this process. In addition to the principles of marketing management, approaches to marketing management and marketing management functions were also considered in more detail. Also, attention was focused on the importance of analysis both in the process of forming a marketing management system and for further effective work of the already formed system, and adjusting its work. It was concluded that to ensure the sustainable and effective functioning of marketing in the enterprise it is necessary to form and use a perfect model of marketing management. Forming a perfect system of enterprise marketing management is a complex process that needs to be comprehensive, consistent with the principles of marketing, and provide the ability to perform marketing functions.