Abstract
The article is devoted to the development of the theory and practice of the project approach to the management of marketing activities of the organization, optimizing marketing efforts, increasing the effectiveness of marketing activities and ensuring the competitiveness of the company in the market. The definition of a marketing project was formulated as a result of recognition of its independence, as well as considering the features of the functional marketing component and the provisions of project management. The study of the methodology of the marketing project allowed us to identify its main stages, the specifics of the effectiveness assessment. The features of the development and implementation of the marketing project were demonstrated by the example of the promotion of a platform product to the market of knowledge management systems.
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