PECULIARITIES OF THE FORMATION OF THE MARKETING MANAGEMENT SYSTEM OF THE ENTERPRISE

The article examines the peculiarities of the justification of the formation of the marketing management system of the enterprise. The theoretical and methodological basis of the research is modern theories, concepts, hypotheses of marketing management. Content analysis was used. The methodological and informational basis of the work are scientific works, materials of periodicals, Internet resources. Interpretation and analysis of the results allow to determine the marketing management systems of the enterprise in modern business conditions. Seven stages of the process of marketing management of the company's activities are considered. It is emphasized that the sequence of implementation of the concept of marketing management of the enterprise includes the following stages: establishment of the goals of the system; search and formulation of company goals; development of methods of management adaptation to these goals; specification of means of achieving goals. It was determined that the main purpose of the process of marketing management of the enterprise, as an object of control and analysis, is to support and coordinate the processes of planning, accounting, control and analysis to determine the state of project implementation and the need for regulation and information provision of these processes. A structural scheme for providing information on the marketing management process of the enterprise has been built. A well-founded scheme for organizing marketing activities of the enterprise according to the «ring» principle. The role of planning and control of the enterprise's marketing activities in the formation of the enterprise's marketing management system is separated. As a conclusion, this study allows you to quantitatively and qualitatively assess and determine the degree of diversification of the company's activities into different markets, as well as conduct a marketing study of the most important business segments of consumers, foreign markets and choose the best way for a diversified company to enter international markets. Prospects for further research as a detailing of the stages of formation of the marketing management system of the enterprise, especially in the conditions of the digital economy, are indicated.