MARKETING MANAGEMENT ORGANIZATION IN THE ENTERPRISE MANAGEMENT SYSTEM

Abstract

The article reveals the theoretical and methodological foundations of marketing management within the enterprise management system. It emphasizes that under the conditions of developing market relations, marketing management becomes a fundamental element for ensuring the financial stability and innovative activity of an enterprise. It is determined that marketing management integrates the analysis of market opportunities, the formation of offerings, strategic and tactical planning of activities, the organization of sales and communication processes, as well as the accounting and control of the effectiveness of implemented programs. The role of the marketing environment, which includes macro- and micro-level influences on enterprise activities, is considered, and the necessity of continuous monitoring of external changes is underlined. The functional structure of marketing management is analyzed with an emphasis on planning, organization, stimulation, accounting, control, and regulation of marketing activities. The interrelation between strategic, tactical, and operational objectives of the enterprise’s marketing policy is disclosed, and the importance of forming a marketing information system to support decision-making processes is substantiated. Special attention is given to the issue of diversification as a tool for strengthening the enterprise’s position in a dynamic external environment. Using the example of the Roshen corporation, the practical implementation of the marketing management concept is demonstrated through the combination of strategic expansion, product portfolio diversification, development of its own retail network, active marketing communication, and investment in production modernization. The results of applying a systemic approach to marketing management are analyzed, showing how it ensured steady revenue growth, increased profitability, and strengthened the brand both in domestic and international markets. In this regard, it is argued that the introduction of a systemic, holistic, and adaptive marketing management system is a guarantee of the enterprise’s long-term competitiveness, financial stability, and ability to achieve sustainable development under conditions of market instability. Promising directions for further research are identified as the development of digital adaptive models of marketing management and the integration of big data analytics technologies into strategic planning processes.