CONCEPTUAL PRINCIPLES OF MANAGING MARKETING POSSIBILITIES OF AN ENTERPRISE

The conceptual principles of managing marketing possibilities of an enterprise have been formed on the basis of system and cybernetic approach: the object and the subject of management and management influence focus have been determined. The model of enterprise marketing possibilities formation as an object of management has been developed in the form of network of related sub-processes: initiating enterprise interaction with subjects of immediate surroundings, discussing the interaction parameters, their coordination, execution of the contractual relations, and interaction realization. The system of managing marketing possibilities of an enterprise has been proposed on the basis of segregating purposeful contour, within which decisive, converting, information and control blocks have been separated. The scientific substantiation of propositions about managing marketing facilities of an enterprise supplements the existing theoretical approaches and methods of business management based on marketing.