Conceptual Principles of Marketing Adaptive Management of Business Entities

The role of adaptive enterprise management has been determined and the peculiarities of the socio-economic situation in the country are identified, which require the formation of levers of adaptation to the conditions of the external environment in the general mechanism of management of the economic entity. The paper describes the purpose of adaptive control, the basic principles, functions, which are related to the basic elements of the enterprise management system. The aspects that need to be taken into account when forming and implementing an adaptive management system at the enterprise are determined. The conceptual principles of the process of organization of marketing management, principles and objectives of marketing management are characterized. The main marketing tools are described and the importance of forming and implementing marketing strategies as an important element of the system of marketing adaptive management of the enterprise is disclosed.