FORMATION OF MARKETING MANAGEMENT SYSTEM IN THE ENTERPRISE MANAGEMENT SYSTEM

In order to build an effective strategic management system and its adaptation to external and internal factors affecting enterprises and the commercial sphere, strategic plans are created under the conditions of the modern market. In this context, an important place is occupied by marketing management, which consists in creating a unique system of functioning for domestic and commercial enterprises in order to increase the efficiency of their activities. The modern market is saturated with products, consumer tastes constantly change under the influence of fashion or advertising, and therefore, competition is increasing. Therefore, the goal of marketing is, as a rule, a guarantee of the company's profit in the amount necessary to obtain the planned profit. Efficiency, profitability, decline, and entrepreneurial risk are achieved thanks to market trends based on marketing technologies. Success in the market largely depends on advanced technologies mastered by the enterprise to offer marketing a product or service that competitors cannot provide or of comparable quality, but at a lower price, with profit. Therefore, marketing management has a systemic nature—it is a purposeful influence on marketing activities through planning, organization, motivation, and control to achieve the company's marketing goals. The article examines the positive aspects and advantages of modern enterprise models through implementing digital marketing and electronic commerce technologies. Modern characteristic trends of the company's marketing management system and determination of the effectiveness of their activities have been established. Emphasis is placed on marketing management attributes related to management, marketing, and economic efficiency of enterprises. It has been proven that marketing management is a complex system with many structured parts, interconnected and aimed at ensuring the stability of all spheres of the enterprise in current market conditions. It was established that it is necessary to observe the sequence of stages of the algorithm formation and implementation of marketing management at the enterprise.