Sardak S. Marketing potential in the improvement of the mechanism of the industrial enterprises management

The object is the perfecting process of industrial enterprises regulating. The aim is revealing of the marketing potential and its effective usage concerning the perfecting process of industrial enterprises regulating. The methods are analysis, synthesis, system approach, observation of expert estimation. The theoretical principles of marketing and present state of its application sphere in national economy were studied. The ways of strengthening of marketing efficiency in the mechanism of industrial enterprises regulating were developed. The novelty: the concept of industrial enterprises' commercial activity was suggested; the organizational structure which is based on seven constant processes was proposed; the marketing essence formulation was defined more precisely; the organizational-financial mechanism of the marketing activity effectiveness increase of the enterprises was suggested; the selection of rational forms of marketing application was grounded; the field of marketing practical use in theprocess of new enterprises creation was broadened; the informational providing of enterprise and the commodity market capacity determination by means of the marketing potential were improved. The main results of the research work are introduced in four enterprises. The sphere of application is industry.