FUNCTIONAL MODEL OF INFORMATION SUPPORT OF MARKETING ACTIVITY OF TRADE ENTERPRISE

Abstract

Purpose. The aim of the article is formation of the model of information support of the marketing management system of a trade enterprise on the basis of the IDEF0 methodology. Methodology of research. The works of domestic and foreign scientists on information support of marketing activities of the enterprise are the theoretical and methodological basis of the study. The tasks set in the work are solved with the help of methods: analysis and generalization – in the analysis of models of marketing information system; system approach, abstract and logical – in the development of a model of information support of marketing activities of the enterprise. Findings. The main elements of the process of information management of marketing activities on the basis of IDEF0 methodology are systematized. The main existing models of marketing information system in the economic literature are considered. The parameters of "benefits" which should be provided by an effective model of information support of the marketing management system to the enterprise at its realization are singled out. The approach to the formation of the optimal model of information support of marketing activities is substantiated, which creates an opportunity to optimize the process of sales management and product promotion to the end consumer, which increases the level of consumer loyalty and competitiveness of trade. Originality. The proposed scientific and methodological approach to the formation of a model of information support for marketing activities of trade, in contrast to existing ones, creates an opportunity to respond quickly and timely to changes in the environment, behaviour, requirements and consumer demands, allows you to analyse and communicate relevant marketing information marketing decisions. Practical value. Practical implementation of the proposed model of information support of marketing activities of a trading enterprise solves the problem of maintaining long-term relationships with partners by creating and maintaining communication between the trading company and consumers, creating mutual value, which provides significant benefits in a highly competitive consumer market. Key words: information, information support, marketing activity, trade enterprise, integrated functional model.