Формування системи управління маркетинговою діяльністю будівельних підприємств

Abstract

UK: В статті проаналізовано та обґрунтовано теоретичні аспекти запровадження системи маркетингового менеджменту в сучасні економічні реалії будівельних підприємств України. Розглянуто теоретичні аспекти та принципи формування системи управління маркетинговою діяльністю на будівельних підприємствах. EN: The theoretical aspects of the introduction of a marketing management system in the modern economic realities of building enterprises of Ukraine are analyzed and substantiated in the article. The theoretical aspects and principles of forming a system of management of marketing activity at construction enterprises are considered. Marketing strategy as an element of the management system of a construction company plays one of the decisive roles in shaping its relationship with consumers, the effectiveness of which depends on the volume of sales, profits and, as a result, the financial condition of the enterprise. Therefore, marketing management can exist only in close interaction with financial management. The processes of management of marketing relations with the target market and business partners must be deeply integrated into the system of marketing management of construction enterprises in order to create new, more effective approaches to managing their market activities to ensure long-term sustainable development. Marketing management in the broadest sense is considered as the general management of the marketing activities of the company, and in the narrow sense, the planning of the implementation of the functions of management of marketing activities of the enterprise. In a market economy, the activity of a construction company should be based on satisfying the requirements of consumers according to the criteria of the quality of the goods, the timeliness of its delivery and availability in the market in the optimum volumes. In view of this, the realization of the marketing component of the economic safety of a construction company by the given parameters is the key to its successful and effective functioning. Adherence to the principle of half-marketing, the achievement of the objectives of the marketing activities of the company directly affects its economic security, which is based on the achievement of economic interests of counteragents of the construction company. Key words: marketing, marketing manag