Improving effectiveness of business enterprise on the basis of holistic marketing

This article is devoted to the issue of improving the functioning of higher education institutions (HEIs) on the basis of a holistic marketing. The subject of the study is theoretical, methodological and practical principles of the use of marketing tools in universities. The purpose of the article is to develop theoretical approaches and practical recommendations to improve the effectiveness of the company on the basis of a holistic marketing. The research was conducted using the following general techniques and methods: analysis and synthesis, theoretical generalization and comparative analysis. The directions based on the research of consumer needs were determined which require from the university as an enterprise that seeks to improve the efficiency of its operations, development of techniques and procedures of marketing activities on the principles of holism. The article provides the algorithm of determining the needs of different categories of educational services consumers, which enables universities to analyze all the variety of them, to find the points of consumer groups’ interest intersection and to develop effective procedures to meet them. In this paper, attention is focused on the necessity of studying best practices of marketing implementation in the practice of universities and also comparative analysis of the evolution of the marketing application for recruitment of students to universities the USA and Ukraine was done. In this paper the directions of building an effective system of internal marketing universities are determined; the model of internal marketing was developed and proved. A concrete steps for improvement of socially responsible marketing as an integral part of the marketing of the enterprise a subsystem in the system of marketing management were offered. We characterize the positive effects of their implementation for both universities and for different categories of users of its services. A number of promising areas of social work were identified, which will become the elements of the socially responsible marketing system at university.