Nazarova K. Accounting and control of marketing activity at the trade enterprprises.

It is studied theoretical and methodolocal aspects of improvement of according to the needs of the national economy. Economic essence and contents, place and role of marketing in trade are described. It is grounded methodical approaches to accounting and control based on international and national book-keeping standarts and chart of accounts. It is proposed improved classification of marketing services offered for introduction in methodology of accounting and control of marketing. The results of the study are recommendations for umorovement of methodology of marketing in trade including a number of proposals directed to improvement of accounting of marketing servies prime cost on life cycles of goods and market segments, modeling workstations on unifield synthetic book-keeping account and their distribution over the tange of goods. It is proposed improved methodology of current (operative) and retrospective control of marketing at tradung enterprises using economic and mathematical modeling directed toforecasting goods profitability. Recommendations and proposals of the thesis assist in increasing effisiency of trade under market economy.