Open AccessTHEORETICAL AND METHODOLOGICAL ASPECTS OF ORGANIZATION AND IMPLEMENTATION OF MARKETING MANAGEMENT AT ENTERPRISES
Author(s) -
Olena Borysenko,
Юлія Фісун,
Diana Chorna
Publication year - 2021
Publication title -
priazovsʹkij ekonomìčnij vìsnik
Language(s) - English
Resource type - Journals
ISSN - 2522-4263
DOI - 10.32840/2522-4263/2021-2-11
Subject(s) - marketing management , marketing , business , return on marketing investment , marketing strategy , marketing research , digital marketing , flexibility (engineering) , marketing mix , process management , knowledge management , economics , computer science , management
The management conditions of enterprises during the years of independence are marked by a high level of turbulence, which requires leadership to form and implement in the management system of modern methods and approaches that will ensure flexibility, innovation and efficiency of all business processes of any enterprise. Modern market relations require, first of all, to pay attention to such issues as the competitiveness of the enterprise, its goods or services, which gives the ability to gain and maintain market share.. Under such conditions, one of the key areas of survival and further success of the enterprise is its positioning for the consumer, creating its own customer base, which will provide the necessary sales volumes. Thus, the role of effective marketing is gaining importance every day, although what shapes the effectiveness of marketing is constantly changing under the influence of the external environment. That is why, the article examines the theoretical and methodological aspects of the organization and implementation of marketing management in enterprises. The specifics of the concepts of "marketing governance" and "marketing management" are studied. The components of marketing management systems of modern enterprises with their functional content are revealed. Based on previous research, the principles of forming a marketing management system of modern enterprises, found on a systematic approach using adaptive levels of implementation of "marketing management in enterprises". Also, a number of key concepts concerning the researched process were defined: the basic directions of realization of modern marketing management at the enterprises are revealed. The general set of basic principles of organization and implementation of "marketing management" at modern enterprises is given and the basic approaches concerning the organization of marketing management at the enterprises are defined. To sum up, the application of the marketing approach in the management of enterprises allows to determine the needs of consumers and ways to meet them, and to coordinate the work on enterprises in such way as to meet the identified needs as well as possible, forming a positive dynamics of modern enterprises.