Abstract

The aim of the article. The aim of the article is to create an open conceptual model of marketing management in management system of industrial enterprise that has certain theoretical and practical significance. The results of the analysis. Nowadays there is an objective need to improve the principles of marketing management both within the marketing department, and within all industrial enterprises, as it brings marketing understanding of customer needs and creative thinking that enables the company to be customer-oriented. That is why particular research topic is burning. In the process of marketing a set of goods and services are developed and produced while ensuring a certain society level. Therefore, an important point for the proper organization of marketing activity at the industrial enterprise is the marketing management. First of all, the theoretical and methodological analysis for marketing management importance understanding was conducted. It allowed to make certain conclusions concerning this concept statements, determine its place and role in the enterprise management. Thus, it is proposed to consider marketing management not only as one of the functional tasks and part of enterprise’s overall plan but also as the management of all activities which is based on the marketing principles (when all business units plan and evaluate their work from the marketing standpoint). The result of the proposed model is that the enterprise should be considered as an open system and the part of «consumer-enterprise-partner» system, which is based on marketing that covers all units and links of the enterprise. Marketing partnerships appear as the result of the interaction of system elements. Marketing partnerships’ main objective is to profit from the results of the products and services production and distribution, and to satisfy consumers demand that occurs during the activation of the consumers needs. Marketing management and marketing control are terms which supplement each other and require an integrated use. Marketing management is aimed at coordination of all departments (professionals) of enterprise, which in turn provide their marketing control of activities which is aimed tot meet consumers needs. Marketing management includes 5 blocks (informational and organizational units, human resources unit, planning unit, evaluation and control units). Conclusions and directions of futher researches. The main advantages of the developed conceptual model of marketing management in management system of industrial enterprise are ensuring of continuous communications between enterprise, partners and customers through marketing partnerships, and solving number of practical problems of effective management through the use of modern marketing mechanisms which is based on the management integration. This model was tested at several industrial enterprises of Ukraine, that confirms its practical significance.

Keywords: conceptual model, marketing management, marketing control, «consumer-enterprise-partner» system, marketing service

JEL Classification: М31, L20.

Cite as: Raiko D. & Lebedeva, L. (2015). Model of marketing management in management system of industrial enterprise. Marketing and Management of Innovations, 1, 107-123. https://doi.org/10.21272/mmi.2015.1-09

This work is licensed under a Creative Commons Attribution 4.0 International License

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