DIRECTIONS OF IMPROVING THE SYSTEM OF STRATEGIC MANAGEMENT OF THE DEVELOPMENT OF MARKETING ACTIVITIES OF THE ENTERPRISE

Abstract

The purpose of the article is to develop directions for improving the system of strategic management of the development of the enterprise’s marketing activities. The topicality of the topic is due to the fact that in order to solve the issue of forming and improving the system of strategic management of the development of enterprises based on the marketing approach, knowledge of the principles and functions of managing the marketing activities. In this regard, the study of issues related to the improvement of the system of strategic management of the development of the marketing activity of the enterprise and the development of the necessary methodological recommendations on this basis is quite relevant. In the course of the research, methods of analysis and synthesis, systematization, generalization, and others were used. The article considers such priorities of strategic marketing as: diversification of the product portfolio, personalized marketing, watching competitors, creating a forecasting system, socially responsible marketing, cross-functional coordination and a highly developed corporate culture. It is noted that for the harmonious operation of the enterprise, the strategic management of the development of the enterprise's marketing activity must be carried out taking into account various methods that must be selected for each link of the organizational structure, which in one way or another relates to the enterprise's marketing activity. The functional blocks of the marketing information system are defined. It is noted that since at present, in order to make effective management decisions, it is necessary to quickly collect and process large volumes of data coming from internal and external sources, marketing services widely use automated marketing information systems built on modern computer and telecommunication technologies. It is noted that the control of the marketing activity of the enterprise is carried out in the following directions: control over implementation and analysis of sales opportunities; control of profitability and analysis of marketing costs; strategic control and audit of marketing. Two main areas of improvement of the system of strategic management of the development of the marketing activity of the enterprise are highlighted: the development of the mechanism of organizational and methodological support for the management of the development of the marketing activity of the enterprise and the application of marketing information systems.