THEORETICAL AND METHODOLOGICAL PRINCIPLES OF CONTROL OF MARKETING ACTIVITIES AT INDUSTRIAL ENTERPRISES

Abstract

The article is devoted to the understanding of the theoretical and methodological basis of marketing control. This is an extremely important, but little-studied area of management of the economic activity of industrial enterprises in the Ukrainian scientific society. It is likely that for this reason, in particular, they are far from being as successful as their founders dream of. The need to address this issue is also due to the fact that most other functions of marketing management have received wide coverage in the publications of our domestic and foreign colleagues. Planning was especially flattering in this sense. Marketing control was much less fortunate. The reasons determining the importance of marketing control are highlighted. It is about increasing the scope of the business, the effects of the company's environment, reforms in the internal structure, and mistakes from which its employees are not immune. Characteristically, this statement is equally true for both management and the average staff. The areas it covers are outlined. This is control over the implementation of the marketing strategy and operational control. Forms of its practical interpretation are summarized. These are control over the implementation of plans, profitability of marketing activities, controlling and inspection of marketing. It is emphasized that regardless of which object of control it is about, or at which management levels this management function is implemented, a certain sequence of the relevant procedure must be followed. Attention is focused on the "red lines" that limit the activities of persons involved in control and audit work in the field of marketing. It should not contradict existing state institutions, create conflicts in the field of corporate business ethics, and also overburden the marketing budget. No matter how big the business is, the amount of free cash is always limited. The prepared content is the result of a review of a many of printed and electronic sources of information, and also contains the results of monitoring the work practices of industrial enterprises of various forms of ownership, size and organizational and legal form.