IMPROVING THE MARKETING ACTIVITY OF THE ENTERPRISE: THEORETICAL AND APPLIED PRINCIPLES

Abstract

The article is devoted to studying the theoretical and applied features of the enterprise's marketing activity and the search for ways to improve it. As a result of the retrospective analysis of the existing approaches to the interpretation of the concept of "marketing management", the paper synthesized the key and most significant of them and outlined their main characteristics in market conditions. The research proposed to form a management system for interaction with regular and potential customers to improve the management system of the enterprise's marketing activities. Moreover, the article proposed to speed up communications within the enterprise and the speed of making managerial decisions regarding marketing activities, which will contribute to the qualitative reorganization of the enterprise's marketing system. The main interrelated elements of the enterprise's marketing information system are defined, which are aimed at ensuring all directions and functional areas of the enterprise's activity. As a research result the study developed a theoretical model of management of the company's marketing tools, which is designed to contribute to the improvement of the marketing activity management system by increasing the effectiveness of marketing communications at the company.