FORMATION OF MARKETING MANAGEMENT SYSTEM OF THE ENTERPRISE

Abstract

In order to find out the level of effectiveness of marketing management and create an effective system, it becomes evident that a more in-depth study of the management of marketing activity as a process that occurs under the influence of a set of factors, which consideration can enable to better detect and solve existing problems, is necessary. The subject of the study is the theoretical and methodological foundations of management of the marketing activities of an enterprise and methods for evaluating its effectiveness. The purpose of the study is to build a system for managing marketing activities of an enterprise. In order to achieve the purpose of the study, the following tasks are set and solved: to substantiate theoretical and methodological foundations of the formation of the management system of marketing activity of enterprise, to specify components of this system, and to identify types of links between the components of the management system of marketing activity of enterprise and the factors influencing it and its efficiency, to determine composition of indicators of efficiency of marketing management system of enterprise. Methodology. The paper uses the following methods and approaches to research: marketing approach, abstract-logical approach used in the study of theoretical and methodological foundations of interaction management, analysis of theoretical approaches to the formation of a management system for marketing activities of enterprise, inductive and deductive (used in determining factors influencing the formation of a management system for marketing activities of enterprise), systematization and generalization (to clarify the concept of “marketing management”), methods of science abstraction (to form a system of indicators characterizing the efficiency of enterprise marketing management). Results. Most approaches to the formation of marketing management systems are of a procedural nature, that is, they focus only on the implementation of basic functions of marketing management, and in order to determine the effectiveness of marketing activities of enterprise, the indicator that characterizes the ratio of costs to marketing activities of a company and financial result is used most often. Thus it is impossible to track achievements of certain processes of marketing activity of enterprise and the efficiency of the operation of relevant divisions of the enterprise. However, the consideration of approaches to the management of marketing activities of enterprise made it possible to determine the need for the formation of such a marketing management system that takes into account types of connections of system components and considers the influence of factors of the enterprise marketing environment, and the methodology for evaluating its effectiveness made it possible to determine the appropriateness of the enterprise’s efforts. The practical significance and originality of the results obtained is the improvement of the management system of marketing activities of the enterprise, which allows, taking into account the influence of factors of the marketing environment, not only controlling the basic processes of marketing activity of the enterprise but also assessing the impact of these processes on the efficiency of marketing activities of the enterprise as a whole on the basis of “contributions/performance” principle.