The Theoretical Principles of Marketing Management of Enterprise

Abstract

The article carries out a study of the theoretical foundations of marketing management of enterprise. The stages of development of marketing management have been studied, its three stages have been specified. A comparative analysis of the scientific definitions of the concept of «marketing management» is carried out, while it has been determined that there is no single understanding of the essence of the concept. Marketing management is understood as: a component of the overall management process at the enterprise; the process of analysis, planning, implementation and control; the process of identifying target markets in order to implement pricing policies, promote and distribute ideas, products, and services; the process of coordination and formation; planning process; social process; the process of achieving goals, managing all functions of the enterprise; a dynamic system with modern features and trends in development. The components of marketing management have been defined as follows: management, marketing, economics. It is noted that marketing management is manifested in the management of the enterprise’s activities, in demand and function. It is proved that the interconnection of management and marketing functions occurs in the process of functioning of enterprise through the implementation of marketing management functions. Methods of marketing management are classified into economic; organizational and administrative, social. The subject, object and main tasks of marketing management are defined. It is noted that marketing management is based on a certain group of principles: general (on which any management is based) and specific (belonging only to marketing management). It is also noted that the essence of marketing management is disclosed in its goals, which are divided into qualitative (formed in accordance with the company’s activities in order to satisfy the consumer) and quantitative (which are set to achieve the financial results of the enterprise, they are indicators of performance).