Research Object is the process of socialising economic subject marketing activity. Research Subject is theoretical, methodological and practical aspects of developing socio-economic orientation of industrial enterprise marketing activity. The Aim of the Research is to generalize and develop theoretical and methodical principles, to design practical recommendations concerning socio-economic developing basics of industrial enterprise marketing activity in the competitive environment. Research Methods. Theoretical basis of the dissertation thesis is made up by scientific papers of classical economists, modern domestic and foreign scientists in marketing, management, economic sociology. As for methodological basis of the research it is philosophical principles of cognition, dialectical, logical and system approach to socio-economic phenomena and process study. To achieve the set goal general scientific methods were used: observation, comparison, measurement – for marketing tools analysis and diagnostics; those of qualitative analysis and synthesis for grounding theoretical statement of the thesis; generalization, system approach and formal logics – for surveying the concepts required for the research. Practical results of surveying the contemporary state of enterprise marketing activity were obtained through analyzing the results of sociological surveys, expert evaluations, statistic methods of their analysis, technologies of theory of unclear sets. To visualize the conclusions of the research graphic methods are used. Theoretical and practical results. For the first time: a method of complex evaluating enterprise competitiveness is proposed taking into consideration economic and social components basing on using the tools of theory of unclear sets which enables evaluating, analysing and comparing the links between its change trends and the quality of enterprise marketing activity; there were improved: methodical provision of forming marketing activity informational potential due to defining the criteria forchosing information technologies, adequate situations of their development, algorithm of reengineering marketing strategy information provision; methodical approach to developing strategic management of marketing activity at a macrolevel where there are defined contents, stages, tasks, directions of management which enable strengthening social orientation of the state economic policy and positive development of external environment of enterprise business activity; there were further developed the notion of enterprise potential through including marketing activity potential as a critical means of developing enterprise innovational (business) behaviour potential which enables removing the controversy of its interaction with the external environment due to socialization; organizational structures performing specialized social subfunction of PR management writhin marketing system taking into account peculiarities of PR management specialization and concertration at an enterprise of this size. Practical importance of the obtained results consists in implementing the research results aimed at the same time at strengthening enterprise market position, harmonizing the interests of the enterprise and subjects of its external environment and raising its competitiveness. Subject and degree of implementation: the results are implemented, implemented into the activity of Ingul, Open Joint Stock Venture, of Mykolayiv; HBП ХІТ, Production Enterprise, Sebastopol; Kyivprylad production works, Kyiv.
