MARKETING RESERVES TO INCREASE THE COMPETITIVENESS OF THE ENTERPRISE IN MODERN CONDITIONS

Abstract

The aim of the article is to study the theoretical approaches to the formation and practical application of the mechanism of marketing management of enterprise competitiveness and the development of marketing reserves aimed at improving it in modern business conditions. The methodology basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the fundamental theories of competitive advantage, competitiveness and marketing management. Results were presented in the level of enterprises competitive support determines the criterion of competitiveness, the most important economic categories and it characterizes the enterprises ability to adapt to market conditions and operate in complex transformation processes, competitive relations, and market management mechanisms. Practical results with the help of marketing reserves we can ensure the competitiveness of the enterprise. These and other circumstances have determined the relevance of the topic of our study and the need to develop a modern mechanism for marketing management to increase the competitiveness of domestic enterprises. Value/originality. The authors believe that the generalization of existing tools of Internet marketing and the selection of the most relevant and effective, will allow companies quickly to navigate and choose those that will benefit in a particular area of business. According to the authors, in the current conditions of economic and business development, no company will have an advantage in competition if it does not use Internet marketing tools.