THEORETICAL PRINCIPLES OF MANAGEMENT OF MARKETING ACTIVITIES OF THE ENTERPRISE

Abstract

The article explores the terms "marketing" and "marketing management", explores the main ideas of marketing and defines the relationship between marketing and management in the enterprise. The purpose of this study is to gain a deep understanding of the essential elements of marketing activities and how they relate to general management procedures to ensure continued commercial success. Scientific studies have offered many definitions of the essence of "marketing". The functional approach, the process approach, the socio-managerial approach, the entrepreneurial approach, the strategic approach, the behavioral approach, and the social approach are just some of the many approaches that can be distinguished from these definitions. Marketing concepts such as production improvement, product improvement, effort intensification, classical marketing, relationship marketing, transaction marketing, strategic marketing, maxi-marketing and mega-marketing are the result of the development of marketing. As a result of the analysis of the basic concept of "marketing management", such approaches as functional, process, organizational, systemic, adaptive and interactive can be distinguished. The success of the enterprise depends on the interaction of marketing and management. When marketing strategies are well aligned with management processes, businesses can adapt to the market, meet customer needs, and achieve their business goals.