Stepenko O. Management of marketing activity in the agricultural enterprises

Dissertational work is devoted development of theoretical, methodical positions and practical recommendations concerning improvement of management by marketing activity in the agricultural enterprises. It is generalised the theoretical sights at essence of marketing activity and management of the given process, are defined features of management by marketing activity in the agricultural enterprises. The basic tendencies of development of the agricultural enterprises of the Kiev area are revealed. In a context of an estimation of management marketing activity offers the approach concerning definition of level of realisation of marketing in the agricultural enterprise. The analysis of the marketing environment of the agricultural enterprises by use of an expert estimation of influence of factors of the marketing environment on their activity is carried out. In work importance of process of planning of marketing activity is proved and the schematic model of its construction with application economic-statistical models of the correlation-regress analysis is developed. Recommendations concerning formation of rational structure of management by marketing, additions of algorithm of construction of department of marketing are resulted, and also the scheme of interaction of a control system by marketing with the external and internal environment of functioning of the agricultural enterprise is offered. The formulated offers concerning preparation and realisation of a subsystem of the marketing control in the course of improvement of management by marketing activity in the enterprise.