MARKETING APPROACH TO MANAGEMENT IN ENTREPRENEURSHIP
Main Article Content
Abstract
Introduction. Today, in the conditions of constant changes in the modern market, special attention is required to the formation and implementation of new methods and approaches in management, which are able to ensure the adaptability, flexibility and high efficiency of business processes. One of the modern approaches that will achieve this goal is a marketing approach to management. With a focus on marketing management, business is aimed at meeting the needs of consumers at any stage of the life cycle of the company. In this regard, the formation and implementation of modern marketing mechanisms in the management system has theoretical and practical significance for solving a number of problems of effective business.
Purpose. The purpose of the article is to study and substantiate the theoretical and methodological features of marketing management of the enterprise, and identify benefits that will strengthen the competitiveness of the enterprise through the introduction of marketing principles in the management system.
Results. Approaches to the interpretation of the essence of the concept of «marketing» were analyzed. Peculiarities of marketing management at the enterprise were investigated. The place and role of marketing management in the management system were determined. The general features of marketing management at the enterprise were allocated. The main directions of marketing management in accordance with the type of marketing were offered. Comparing the advantages and obstacles to the implementation of marketing management in the enterprise led to the conclusion that the company's focus on the implementation of a marketing approach to management is a priority in today's turbulent conditions of fierce competition.
Originality. The scientific novelty of the obtained research results is that based on the analysis of the essence of the concept of "marketing" it was determined that marketing - is an activity related to the study of market factors, analysis and forecasting of consumer needs, creating on the basis of obtained information relevant product or service that meets the needs, presentation of the developed product or service, development and implementation of appropriate measures to achieve market goal. Taking into account the environment in which the company operates, the relationship between the type of marketing and areas of marketing management were established.
Conclusion. The company must be able to respond quickly to changes in the environment in which it operates, and as the practice and research of scientists shows, the more difficult the external conditions of operation, the more necessary is the development and implementation of marketing management. The results of the study can be used as a theoretical basis for further research on the implementation of marketing management in the management system.
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