The article is devoted to the study of the impact of the application marketing tools for the effectiveness of management of the organization as a whole. The peculiarities of using the sensory marketing as important marketing tool in modern business conditions have been studied. It is also determined that the main purpose of sensory marketing (neuromarketing) is to search the answers to the question “why consumers prefer one or another product”, in order to develop a methodology to encourage consumers to buy as on conscious, but also on an unconscious level. The own approach to the definition of the specified concept is offered: Neuromarketing is a modern innovative marketing tool that uses the researches on each aspect of perception: hearing, taste, smell, vision and is aimed at forming a cognitive image and a stable imaginary association with a particular product or company in the subconscious of the buyer. The advantages of using sensory marketing by the organizations are determined (the ability to identify implicit incentives for consumers to make purchases, that is, unconscious stimuli; creating a clear association of color, aroma, design, sound with a certain brand, product, organization; detection of the elements of marketing communications that have a motivating effect on the consumer; establishing a relationship between advertising and emotional impact on consumers) and outlines its impact on efficiency and effectiveness management. A model of the relationship between the application of marketing tools and the effectiveness of enterprise management has been developed. It is also determined that the whole process of organization management, i.e. management, is accompanied by the use of tools, methods and methodologies of marketing, which is associated with the fierce competition in the market and demanding consumers, the rapid variability of their needs and preferences. It is suggested to take into account the following component as marketing potential when forming a system of measuring instruments of enterprise development. It is determined that the indicator of development of marketing potential is the level of satisfaction and loyalty of the customers (clients) of the enterprise. The indicators corresponding to the indicator of marketing potential are outlined, in particular: a share of the enterprise on the market, a coefficient of the ratio of sales costs and net income from the realization of the production, an index of consumer satisfaction with the company's products.