Modern Management Systems of Intangible Assets of Companies

The aim of the article is to substantiate an integrated approach to the management of intangible assets of the company by applying different information systems that are designed to optimize and group information within individual responsibility centers. The existing most efficient information systems are considered, which are aimed at streamlining and optimizing the information array within production (ERP system), sales (CRM system), decision making (BI system), and marketing communications (IMC system). The use of such systems allows forming a comprehensive approach to the management of the identified and unidentified intangible assets, and increase their value. The main reasons for businesses to move to the integrated approach in establishing communications with the consumers of goods and services are defined. The features of a loyal customer are determined. The concept of ’10 P’ is considered, which takes into consideration the ten factors of impact on consumers and are actively used by Japanese companies.