TOOLS FOR MARKETING MANAGEMENT OF INDUSTRIAL ENTERPRISES IN UKRAINE BASED ON THE PRINCIPLES OF SUSTAINABLE DEVELOPMENT

Today, there is a constant development of industrial marketing, because it is used by most enterprises as a leading tool of competitive ability. Modern marketing tools allow to conduct an effective pricing policy, develop a product range, realize the interests of employees, effectively promote products and establish sales activities. The variety of marketing tools contributes to the creation of separate areas of marketing activities of enterprises, which means that it requires careful research and analysis. The purpose of the study was to analyze the use of modern marketing tools in industrial enterprises in the context of implementing a sustainable development strategy. The results of the study allowed to highlight the key features of modern industrial marketing. Marketing is becoming socially responsible, the company will integrate various concepts of marketing in the sustainable development strategy. First of all, it is a manifestation in the coverage of information about all aspects of the company's activities. Enterprises of the processing industry of Ukraine are among the most active users of the Internet in various directions. The functionality of enterprise websites is being expanded. Social media is a less common marketing tool in the management of processing enterprises in Ukraine. This may be due to the lack of effectiveness of social media in the B2B segment. Modern marketing uses big data, cloud technologies, and services in order to identify consumer needs and personalize the sales offer. Strategies for sustainable development of companies provide a positive impact on the social, environmental, innovative and investment components of activity, both within companies and on the external environment.