НАУКОВА ПОЛЕМІКА З ПИТАНЬ ІМПЛЕМЕНТАЦІЇ МАРКЕТИНГОВИХ УПРАВЛІНСЬКИХ РІШЕНЬ В ПРОЦЕСІ УПРАВЛІННЯ ПІДПРИЄМСТВОМ

Abstract

The article examines the approaches of economist scientists to the aspects of making marketing management decisions and their importance in the enterprise management system. For enterprises that have negative dynamics of performance indicators of financial and economic activity, the formation of an anti-crisis marketing strategy in the context of the development of anti-crisis management is positive. The variety of functions and tasks of marketing activity in the aspect of forming directions for improvement of the subsystem of marketing management of the enterprise is substantiated. The processes of formation and implementation of marketing management solutions in the enterprise management system can be considered in the context of marketing management, which is a systematic combination of a number of stages. The difference between marketing management decisions and management decisions in the enterprise management system is determined. Marketing management solutions are more structured and system-oriented, detailing the stages of adoption and their implementation. The importance and peculiarities of marketing information data in the process of enterprise management, in particular the requirements for information, are determined. The importance of improving the information and analytical support of marketing activities has been proven, which will significantly affect the effectiveness of management decisions. In the context of the implementation of functional strategies, marketing management decisions significantly affect the determination of business directions, the achievement of set plans, goals, and basic goals of the enterprise. In the conditions of instability of functioning, a crisis state, the algorithm for making marketing management decisions should be based on the determination of the resource and financial state of the enterprise and the most significant factors influencing the external environment. In order to ensure the effectiveness of marketing management decisions and their successful implementation, it is important to improve the information and analytical tools in the enterprise management system, to make adjustments to the organizational structure of the marketing service.