MARKETING MANAGEMENT PROVIDING OF ENTREPRENEURIAL POTENTIAL AS A REQUIREMENT OF MODERN MARKET

Анотація

Urgency of the research. The necessity of forming a marketing management providing of business potential associated with the peculiarities of the current stage of market development, such as: globalization, concentration and integration. Target setting. Dynamic economic conditions and international competition determine the priorities of Ukraine's economy - the entrepreneurial potential building. Actualizing of the problem of providing sales and services. Actual scientific researches and issues analysis. Various aspects of the economic potential development and its organizational support was revealed in the works of such domestic economists, as: L. Abalkin, O. Alyokhin, A. Anchyshkin, A. Voronkova, O. Honchar, I. Otenko, Y. Fihurnov, A.Cherep and others. Uninvestigated parts of general matters defining. Small number of works dedicated to marketing providing of business potential development of the company should be noted. The research objective. The peculiarities of the business potential of domestic enterprises and essence of the author's approach to the formation of the system of entrepreneurial potential on the basis of marketing support. The statement of basic materials. The results of the research aspects of the formation and development management business potential of industrial enterprises in the current market conditions were generalized. It is concluded that the current phase of economic development requires new approaches to understanding the full operation and marketing support entrepreneurial potential, which forms the base of knowledge as one of the most valuable resources, which the company uses for its existence. Conclusion. Based on the fact that the marketing is seen as a function of management activity on the one hand, and the concept of enterprise management on the other hand, it was proposed to examine the mechanism of the marketing support of business and management of their entrepreneurial potential, as a combination of elements, tools, technologies and instruments that enable the creation and development of marketing-oriented company.