MODERN APPROACHES TO ENTREPRENEURIAL MARKETING

The scientific article presents practical approaches to modern marketing in the commercial field. Market-oriented management focuses on the development of social marketing, therefore, the paper reflects the model of market-social activity evaluation mechanism. Of particular importance in this paper are the commodity, pricing, key and communication policy factors that influence the formation of consumer value. Developing a marketing excellence program in entrepreneurship involves combining the principles that marketers need to focus on in a competitive environment. Marketing competence ensures the formation of a customer-oriented communication-behavioral climate in the company. Entrepreneurial facility marketing management is based on the concept of modern marketing, which involves the formation of new market thinking, the development of communication links between the company and the market. Marketing management can be considered as a set of measures for the organization of production-key activities, based on market forecasting and research to maximize profits at the expense of meeting customer needs. Marketing management in business is related to the agreement between the company's capabilities and the requirements of the market environment to achieve the desired result. The article focuses on the principles that determine the effectiveness of marketing management - mutual benefit (ensuring financial sustainability and competitive advantage in the company's view) and strategic orientation, strategic orientation. Ensuring the ratio), demand individualization (activation of social network development mechanism - the role of personal marketing in the development of a market option adapted to individual individuals), marketing integration and benchmarking. With priorities, since the overriding of consumer interests and their advantages Awareness ultimately leads to flexible market positioning and legitimacy - public recognition.