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2017 | 72 | 628-636
Article title

Principles of marketing management of a modern enterprise

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The essence of the category of "principle" was analyzed and principles of marketing management in groups of value-oriented, conceptual-regulatory, tactical analysis and design were systemized. The complex of marketing management principles for enterprise activity in modern conditions was formulated. This complex included the following: social and ethical management, permanent increase of marketing direction of the management and staff activity, flexible management, regular research of activity factors, functioning on the basis of strategic plans, coordination of multi-level objectives, balancing the objective and subjective quality of products / services and rapid development of enterprise informatization.
Physical description
  • National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”, Kyiv, Ukraine
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