Theoretical founda-tions of the marketing concept of management and formation of a strategy for the development of the enterprise under conditions of sustainabi-lity

Abstract

The article examined the essence of the marketing concept of enterprise development management, studied the theoretical and methodological approaches to the formation of the marketing concept of enterprise development management, investigated the types of marketing concepts of enterprise development, and also analyzed the marketing tools used in the improvement of enterprise development management. It was established that the marketing activity of the enterprise should contribute to the acquisition of competitive advantages in conditions of instability and variability of the external environment. Therefore, undoubtedly, the effectiveness and efficiency of the development of the enterprise depends on the results of the marketing activity, which becomes one of the elements of the enterprise management system. During the research, the author characterized the concentration of agricultural crop market participants and presented the characteristics of their marketing concept. The role and place of the marketing concept in the management system is considered, and the principles of its application at enterprises are established. The peculiarities of the formation of the marketing concept of enterprise development management in modern conditions are considered. The interrelated components of the marketing concept of the enterprise development management process are defined. And based on the improvement of the management system, marketing concepts of the development of enterprises were formed, which are determined by many reasons; the goals of managing the marketing activities of the enterprise and its principles, structure and other elements of the marketing concept are reflected. The stages of the efficiency of functioning and development of the enterprise when using the marketing concept of management are defined. The elements of the marketing concept of business development management and the factors influencing marketing strategies of business development management are also presented. The purpose of the article is a theoretical study of the essence, meaning and features of the marketing concept of enterprise development management and a generalization of scientific and practical proposals for improving the efficiency of the enterprise. The solution to the scientific problem arises in the study and generalization of the theoretical foundations and methodological approaches of researching the marketing concept of enterprise development management. Keywords: marketing concept, management, development, marketing potential, marketing strategy.