COMPREHENSIVE MARKETING SYSTEM AS A BASIS FOR INCREASING THE COMPETITIVENESS OF TRADE ENTERPRISES IN MODERN CONDITIONS OF DOING BUSINESS

Abstract

The purpose of our research is to generalize theoretical and methodological approaches to the formation of a complex marketing system, to develop recommendations for the implementation of the main elements of this system in the practical activities of enterprises in modern conditions and to allocate marketing reserves aimed at increasing the competitiveness of trading enterprises in modern business conditions. The methodology basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the fundamental theories of competitive advantage, competitiveness and marketing management. Results. It is proved that the formation and functioning of the enterprise marketing system should be carried out on the basis of a systematic approach and synergistic combination of marketing tools, taking into account the characteristics of products, market, behavior and consumer needs, with the marketing management system, on which the successful activity of the enterprise in the market environment depends. Practical results. Each enterprise, forming a complex marketing system, should focus its activities on the achievement of marketing goals and set up dynamic interrelationships between the factors of the external and internal environment by building key subsystems of the enterprise: strategic and corporate management, information-analytical, control-adaptive, potential management. Thanks to the existence of such a system, each enterprise, based on its own business conditions and socio-economic interests, can adapt it for itself. Value/originality. The main components of the integrated marketing system are defined and proposals for the implementation of this system in the activities of trading enterprises are provided.