Organizational and economic aspects of marketing management of foreign economic operations at the enterprise

Abstract

The development of foreign economic operations at enterprises is due to several marketing factors that determine their readiness for global market trends and the ability to counteract the risks of changing consumer norms and values in foreign countries. Under such conditions, it is rational to combine economic and organizational measures of marketing management to ensure the development of foreign economic activity at the enterprise. the purpose of the article is to substantiate the theoretical and methodological principles and develop practical recommendations for improving the organizational and economic procedures for managing marketing support for the development of foreign economic operations at the enterprise. According to the established purpose of determining the objectives of the article, the justification of methodological, instrumental, and functional-process levels of management with the allocation of organizational and economic aspects of marketing are concerned, which are considered as the main component of foreign economic operations. General and special methods and techniques of scientific research are used. Problem solving the development of foreign economic operations at enterprises is made by the method of logical generalization in determining the conceptual foundations, functional and structural characteristics of marketing, analysis, and synthesis – organizational and economic aspects of marketing, systematic approach – substantiation of marketing management tools. The article substantiates the importance of development of foreign economic operations at enterprises and the system prerequisites that ensure such a result. The necessity of using marketing technologies to ensure the development of foreign economic operations at the enterprise is proved. The results of scientific research were studied, which highlighted the problems of development of foreign economic operations at enterprises and ways to solve them through the tools of marketing support. It is emphasized that there is no unified organizational and economic approach to build the concept of marketing management of foreign economic operations ar enterprises. Priority areas of foreign economic operations of enterprises that do not depend on domestic market trends are identified. The importance of combining marketing and digital technologies in ensuring the development of foreign economic operations at enterprises is proved. Attention is paid to the need to use marketing tools to strengthen the foreign economic component of economic security at the enterprise. The organizational and economic tools of marketing support of foreign economic activity at the enterprise are substantiated. The importance of creating a marketing department at the enterprise, which together with the department of foreign economic activity will deal with the management of commercial and sales operations in foreign markets, is emphasized. Keywords: foreign economic operation, enterprise, marketing, management, support, organizational and economic aspect.