THE INFLUENCE OF THE MARKETING INFORMATION SYSTEM ON THE FORMATION OF THE MARKETING STRATEGY OF THE ENTERPRISE

The relevance of the study is due to the necessity to determine the part of the influence of marketing information system on the formation of marketing strategies and direction of efforts in order to increase the results of enterprises. Based on the results of marketing research and analysis of their activities on the basis of accurate and balanced information is determined by the market direction of the enterprise. In modern conditions, both producers and consumers, primarily uses information as a means by which can obtain data from the environment, ie any data containing information that interests them for a certain period of time. Implementation of these tasks is based on a thorough analysis of information to develop a successful strategy in order to choose one of the strategic alternatives. The purpose of the study is to substantiate scientific and theoretical positions and development of practical recommendations for the formation of marketing strategy in agricultural enterprises. During the study dialectical method of cognition, the provisions of economic theory, scientist's works on issues of formation of marketing strategy with the use of marketing information system are used. The object of this study is the impact of marketing information system on formation of marketing strategy of the enterprise, which is based on increasing efficiency indicators in modern conditions management and their improvement in the future. The author analyzes the components of the marketing information system and its main elements, the main marketing research which are carried out by the enterprises of the Khmelnytskyi region are highlighted. Marketing research of agricultural enterprises based on a survey of their leaders are conducted, and on the basis of generalization of results the scientific approach in order to determine the strategic position of enterprises of Khmelnytskyi region is developed.