PROBLEMS AND PROSPECTS OF IMPROVING MODERN MARKETING MANAGEMENT

The purpose of the article is to find ways to improve the management of marketing activities in modern, dynamically changing conditions. The development of digital technologies forces businesses to be more open and significantly changes the impact of marketing on the sustainability of brands and enterprises. Covering more and more business components that have a targeted impact on consumer engagement is the basis for continuous improvement of marketing tools and marketing management techniques. The main problems and prospects for improving the management of modern marketing have been identified. Based on the formulated main extended principle of modern marketing management, tools designed to speed up and virtualize management processes are discussed. The proposed principle of marketing management, on the one hand, is a process of identifying technologies and determining sustainable trends in the development of marketing management methodology, on the other hand, it opens up prospects for the purposeful development of the methodology in each subject area, regarding the measurement of the development processes of creative provision of personalized content or monitoring of the marketing environment of enterprises and businesses in general. The prospects for improving the management of modern marketing are related to the quality of data analysis, with an orientation towards the rapid detection of errors in order to acquire certain skills, with conscious experimentation to find new solutions, with how data should be compared with concrete results and their re-evaluation, constant refinement based on feedback. Thus, it can be seen that the forms of organization of marketing activity have many differences and the choice of one or another marketing management structure really depends on factors: the size of the company, the number of performed functions, the number of various products, etc. Enterprises with a large assortment of goods and which strive for the constant introduction of new technologies must clearly know how to satisfy the large number of needs that arise in various markets, therefore, organize their activities according to the principles of the market, commodity management system.