bolotna O. Marketing Conception of Enterprise under Condition of Market Transformations

Research object: marketing as a phenomenon under conditions of market transformations; re-search aim: working out recommendations for forming and implementing adaptive investment and marketing concept of Ukrainian enterprises; research methods and equipment: economic and theoretical grounds and general conclusions, special survey, economic and statistical methods, content-analysis and unit and graphic simulation; theoretical and practical results: basing of in-vestment and marketing concept, operation pro-cedure of enterprises that accept investment and marketing concept, methods of complex content- and statistical analysis, definition of dominating forces of successfully working Ukrainian enter-prises that apply marketing concepts as well as the criteria for managers selection for business activities; practical significance of the results obtained lies in the fact that the implementation of research results will facilitate the efficiency rise of the enterprise marketing activities; subject and level o f implementation: the works are im-plemented into the activities of V. Karazin Kharkiv National University and at Kharkiv "Svet Shakhtyora" engineering works; sphere of use: educational process, enterprises.