STRUCTURAL MODELS OF ORGANIZATION OF MARKETING ACTIVITY AT THE ENTERPRISE

Abstract

Formulation of the problem. Questions concerning designing of organizational structure of management of marketing activity of the enterprise are considered. The purpose of the article is to consider the theoretical foundations of construction of marketing management structures and the development of structural models of marketing activities of the enterprise using the theory of systems analysis. The methodological basis of the study were logical methods of information processing, methods of systems analysis and modeling of systems, abstract-logical method for formulating conclusions. The main hypothesis of the study is that to build an effective organizational structure for managing the marketing activities of the enterprise, you can use methods of systems analysis, including process and system approach. Presenting main material. Theoretical and methodological bases of construction of marketing organizational structures are considered. The changes that have taken place in the approaches to the management of marketing activities of the enterprise are analyzed. Flexibility, adaptability, stability of the management system, as well as the consistency of the behavior of all its elements, ensuring high efficiency of marketing management depend on the organizational structure of marketing management of the enterprise. A set of interdependent structural models of the marketing management system of the enterprise is proposed, the use of which will increase the efficiency of the organization of marketing activities of the enterprise. The originality and practical significance of the study is confirmed by the possibility of using the proposed set of structural models as a practical tool for designing the organizational structure of marketing activities of any type of enterprise. The proposed developments can be used as an element of practical guidance for the implementation of marketing management projects in the enterprise. Conclusions and prospects for further research. The proposed rules and a set of appropriate structural models can be used to build a process model that shows the sequence of works to implement the functions of the marketing department of the enterprise. Then, with the help of a matrix projection between the functional and process models, it is possible to analyze the processes of the management system of marketing activities of the enterprise.