The object of the research: enterprise marketing management in a changing market environment; The purpose of work: To develop theoretical and methodological support planning marketing potential of industrial enterprises in a changing market environment; Research methodology and instruments: monographic, methods of analysis and synthesis, induction and deduction, statistical and techno-economic analysis, expert opinions and analysis of hierarchies, systems analysis, graphic, factor analysis; Theoretical and practical results: identification of the factors of the marketing potential of the enterprise (SPE) based on the construction of lace structural model, the difference consists in determining the nature and content relationships that exist between factors to study strategic alternatives of the marketing potential in the process of competition from other producers on a particular target market; methodical approach to the justification of the choice of marketing channels in the planning of SPE, which feature is to use benchmarks and requirements the directional analysis of customers, products (services), marketing activity of enterprise as a whole; sequence of the system for monitoring the condition and effectiveness of the SPE, of which, unlike other approaches, it is proposed to carry out on three levels - the grocery, manufacturing, technological, economic - of compliance with the reasonable determination of the principles of cyclical occurrence of unusual situations, structured and hierarchical, coordination purposes with the resources necessary to achieve them, identifying the economic essence of the concept of "marketing potential of the enterprise" as a comparative assessment, which, unlike existing approaches, is a reflection of the degree of marketing opportunities (achievement of marketing objectives) of the company in a competitive rivalry in the design, manufacture, sale and use of products and services on the open market; methodical approach to evaluation of SPE on the basis of generalizing parameter, defining feature of which is the generalization of such characteristics of marketing activities: Sales of products enterprise, market attractiveness of enterprise, the company's position in the competition, marketing budget, budget, advertising and sales promotion, marketing services, human resources, profitability, market transactions, pricing policies; Subject and degree of introduction: the findings are applied in practice Ltd Jupiter-V, JSC "Scientific Research Design Institute of technological equipment" Welt "; The sphere of application: industrial enterprise marketing management in a volatile market enterprise.
