Search

The article examines the process of formation and development of the concept of marketing management in modern conditions, taking into account the European experience. The implementation of marketing management at enterprises is presented in the context of the development of modern client-oriented tools, which allows to optimally take into account the various interests of all market participants and achieve economic and social benefits from economic activity at the same time. On the basis of the presented scientific generalization, the main stages of the evolution of the formation and development of marketing management concepts in the leading economically developed countries are determined. In the proposed system, each of the identified stages reflects the evolution of marketing management concepts, where the focus gradually shifts from the product and sales (marketing) to the emphasis on the consumer, relationships and the use of modern information and digital technologies. The presented separate scientific definitions of the concept of «marketing management» by leading foreign scientists made it possible to state that marketing management is a complex and multifaceted process that is the key to the success of an enterprise on the market. It is justified that the current state of research on marketing management issues in Europe is determined by active scientific research in the field of digital marketing, sustainable development, interaction with customers, data analysis, technological innovations and strategic management of marketing processes. The modern trends and directions of the development of the concept of marketing management in Europe are summarized, among which the following are highlighted: digital marketing, marketing of sustainable development (sustainable marketing), customer interaction and CRM, marketing research and analytics, technological innovations and the Internet of things (IoT), consumer behavior and marketing psychology, international marketing, marketing management in e-commerce, etc. Examples of the use of marketing management tools in leading European companies are presented. Actual problems of development of marketing management in the future are identified.

The article investigates and substantiates the need to use the controlling system in the practice of domestic enterprises, identifies its characteristic components and proposes methodological tools that will timely adjust the activities of the enterprise in the process of its production and economic activities. The formation and development of controlling systems and tools, which includes the constant collection and processing of information used to make both operational and strategic management decisions is one of the areas of improving management in industrial enterprises. The concept of «controlling» as the basis of the concept of effective management of an industrial enterprise is specified. The author provides the definition of controlling as a functionally separate sphere of economic activities at the enterprise, associated with the implementation of financial and economic function in management for making operational and strategic decisions. The article describes the main purpose of the introduction of controlling in enterprises, which is to build an effective system for making, implementing, monitoring and analyzing management decisions in the enterprise. The basic postulates of the modern philosophy of controlling are formulated through the interrelation of directions of growth of efficiency of activity of the enterprise as a whole and its divisions. The characteristic features of the concept of controlling are substantiated, among which the most important is orientation to the future, i.e. it is noted that controlling, using management information, seeks to reduce the uncertainty of the future and adapt the company to ever-changing conditions. According to the results of the study, a number of tasks are identified that need to be solved by implementing controlling at the enterprise, the main of which are: optimization of management of the organizational structure of the enterprise; organization of an effective system of accounting for transactions and results; introduction of systems of planning, control and analysis of activity; ensuring staff motivation in improving the efficiency of the enterprise; automation of accounting systems and enterprise management. The effective aspects of the controlling system functioning are determined and the newest controlling concepts that can be successfully used at domestic industrial enterprises are substantiated.

The entities of small and microenterprise are the basis of an effectively functioning market economy. The development of small business in Ukraine is hindered by a number of negative factors, one of them is the imperfection of the management system. An effective method of improving the management system is the use of controlling as one of the newest technologies for coordinating managerial and economic processes towards achieving the general goals of the business entity. The article is devoted to the substantiation of the need to use elements of the controlling system at microenterpreneurship enterprises, to identify elements that are subject to urgent implementation and to determine effective approaches to the practical implementation of selected elements. The controlling system is primarily used to coordinate the management process in complex organizational structures that are characteristic of large and medium-sized enterprises, but some of its elements can be effectively used by small and microenterprises. The authors substantiate the necessity of introducing the following elements of the controlling system by small business entities: management accounting, monitoring, cost-benefit analysis, the information support for management decisions. The introduction of these elements is appropriate with the use of outsourcing or co-sourcing. The consultative and professional support of these processes should be provided by local government authorities as one of the directions of the state program for supporting small business.