КОНЦЕПТУАЛЬНІ ПІДХОДИ ДО СТІЙКОГО РОЗВИТКУ ПРОМИСЛОВИХ ПІДПРИЄМСТВ НА ЗАСАДАХ ХОЛІСТИЧНОГО МАРКЕТИНГУ

Abstract

The article considers the strategic aspects of modern industry. An increase in the role of marketing in the management system of an industrial enterprise is revealed. External and internal conditions of use of marketing by industrial enterprises are considered. The level of business orientation is determined depending on external and internal factors. The conclusion is made about the need to use the concept of holistic marketing by industrial enterprises, as the world practice of marketing is currently characterized by new trends, among which an important place is the change of marketing paradigms. The need for a new marketing paradigm arose due to the fact that the modern market does not belong to entrepreneurs who operate separately, but to entrepreneurs, suppliers, partners, consumers, whose activities are aimed at creating long-term relationships. In such conditions, the transition from the dominance of the classical paradigm – «needs study» to the new paradigm of «holistic marketing» – «implementation of the principles of an integrative approach» is relevant. Thus, changes in the external macro- and micro-environmental environment reduce the effectiveness of traditional methods of market-oriented activities of enterprises. This applies to all types of their activities: innovation, production, marketing, human resources, finance. In the whole set of activities of a modern enterprise the most important role play innovative and marketing. Reducing the effectiveness of traditional marketing tools initiates the search for new approaches to marketing activities that would take into account the current realities of socio-economic processes, new opportunities caused by the active introduction of computer information technology, informatization of human activity. These conditions exacerbate the problem of improving the management of existing processes and developing new marketing tools and methods that would take into account new market opportunities and threats, target markets and allow specific companies to increase competitiveness and strengthen their market position. Holistic marketing is designed to ensure the creation of a holistic approach in the system of marketing management and synthesize into a single model of existing marketing concepts as elements of a holistic structure in creating a socio-economic mechanism of market regulation on common principles, taking into account its industry characteristics. Thus, the complexity and multifaceted nature of the problem of effective management of the enterprise in modern market conditions makes it necessary to study the tools associated with the effective management of industrial enterprises. That is why the issue of ensuring effective enterprise management needs special attention, first of all, using new approaches, methods, concepts, including marketing.