Shums’ka G. Development of Organizational Structures of Marketing at an Industrial Enterprises

Research object: the process of manufacturing in industry enterprises marketing activity management; the goal of the work: theoretical grounding and evaluation of the methodological provision of the marketing organizational structure development at machine-building plant; research methods and apparatus: methods of analysis and synthesis, the systems approach, methods of formal logic, multidimensional factor analysis, the tree function method, functional-cost analysis, expert appraisal techniques; theoretical and practical results are as follows: items improved: the classification of the marketing organizational structures, the procedure of determining and evaluating the latent factors which influence the organization and development of an enterprise marketing activity; the way to personnel selection to provide marketing organizational structures back-up; adjusting marketing functions realization to changing external environmental conditions of an enterprise; the methodology approach to selecting the rational organizational composition of an enterprise marketing department, as well as the fundamentals of the elaboration of an enterprise marketing organizational structures were further advanced; practical value of the obtained results consists in the following: the proposed methodical approaches to the elaboration of the organizational composition of marketing structures may help to enhance to applied soundness of marketing activity with the account taken of the requirements of the external business environment to increase the functional efficiency of Ukrainian industrial enterprises; object of the research and level of introduction: the developed set of methods has been applied of the closed-end joint company “KAMAZ-UTC”, at the state-owned “Kharkiv engine design office”; field of application: marketing activity of machine-building plant, educational process.