ECONOMIC ESSENCE AND SIGNS OF MARKETING MANAGEMENT

Abstract

The article is devoted to theoretical aspects of marketing management of enterprise as a scientific category through comprehensive study of marketing management conceptual foundations, adapted to modern business conditions. The features of theoretical and practical principles of formation and development of marketing concepts are given due to scientific and technological progress and informatization of society. Theoretical aspects of concepts of marketing management and its application in the activities of enterprises and organizations are highlighted. The development of marketing management concepts will allow forming a set of interrelated methodological approaches to practical implementation of specific provisions, in accordance with modern conditions and trends in the development of economic entities during economic transformation. It is proved that the question of definition and terminology is very important for any theory, because definitions, terms, provisions at the heart of any reasoning and logical constructions can affect their final result. Generalization of scientific provisions allowed providing a definition of "marketing management". Marketing management is a type of activity that involves enterprise analysis, planning, implementation and control carried out by all its units in the interaction and coordination of interests on the basis and principles of marketing to achieve high efficiency, development and consolidation in a competitive environment that allow to achieve set goals. These goals are to increase profits, meet the needs of the target audience, increase market share, etc. It is emphasized that the introduction and use of marketing mechanisms in integration with management allow to make decisions based on the comparison of real opportunities with market demands, desired values and aspirations of existing and potential consumers. Marketing management as a purposeful activity to regulate company's position in the market through planning, organization, motivation and control, taking into account specific conditions, aims to achieve the company with a clear focus on the consumer. The obtained results make it possible to identify the main trends in the development of marketing management with the use of specific technologies in management system of enterprises and organizations.