КОРПОРАТИВНА КУЛЬТУРА ЯК МАРКЕТИНГОВИЙ РЕСУРС ПІДПРИЄМСТВА

Abstract

Today, one of the main tasks of managing a business is meeting customer needs through the creation of a decent internal environment where employees become loyal and focused on achieving organizational goals. Corporate culture can reasonably be considered as one of the marketing resources of an enterprise, since it plays a huge role in shaping its image, and therefore the degree of consumer loyalty. Then more effective and stronger the internal culture of the enterprise is, that more favorable the image is in the representatives of the marketing environment, and thus the confidence and interest of the potential consumer increases. Corporate culture as one of the major marketing resources is a complex concept that includes many interrelated elements. Competent formation of corporate culture of the enterprise in the market conditions makes it more successful and competitive as it allows to expand their business on market at the expense of high reputation, allows to receive the maximum return from the personnel due to the coherence of its actions and enterprise client orientation. Elements of corporate culture of the enterprise are: corporate style, people, values, history (traditions), norms of behavior, relationships, policy of conducting dialogues with clients, partners and competitors and the personnel unity for achievement of the set goals. The impact of corporate culture on the enterprise effectiveness is determined by the following results: implementation of effective strategies, reputation, image, competitiveness, social efficiency, organizational efficiency and commercial efficiency. Corporate culture as an enterprise marketing resource is an effective management tool in the hands of a manager that can lead the business to success, prosperity and stability. Therefore, in order to ensure the stable development of the enterprise and increase the efficiency of its activity, management needs to invest resources in the formation and improvement of corporate culture. Key words: corporate culture, marketing, values, standards of behavior, corporate style, enterprise.