MARKETING AS A STRATEGIC INSTRUMENT FOR MANAGING MODERN BUSINESS

The article considers the key issues of the role of marketing in the management of modern business. The author analyzes the current situation of inefficient use of marketing in Ukrainian enterprises. It is revealed that marketing is not an isolated activity, it is loosely tied to the solution of practical issues of enterprise development, and is fundamental, because in cooperation with other departments it is aimed at solving a significant range of tasks. It is proved that the objectives of the marketing approach in enterprise management, product-oriented, should be complemented by goals aimed at the consumer, which are to achieve: the highest possible high consumption, maximum consumer satisfaction, the widest choice, the highest quality of life. It is proved that in the conditions of aggravation of competition, consolidation of production, information, financial, human and especially marketing resources, development of marketing activity becomes objective necessity for the modern enterprise, a condition of its survival in rigid, dynamic market conditions. After all, constructive analysis and forecasting of the market, the development prospects of the enterprise in the market, analysis of the internal environment are the basis for developing the marketing strategy and the overall strategy of the company, the company that provides the most efficient operation at a particular stage of its life cycle. The main directions of formation of marketing management system at the enterprise are allocated.