Malich Y. The Marketing of Integration Processes of Enterprises

The thesis contains the author's understanding of the current premises and promising directions of the development of the methodology for marketing management of growth and competitiveness of enterprises, development of recommendations regarding the improvement of mechanisms to ensure effectiveness of the integration processes for businesses, overcoming the current conceptual contradictions in the theory and practical economic problems. The thesis analyses the evolution of scientific views on the definition, and the semantic content, of scientific categories related to the theory of enterprise development, the concept of the collaborative marketing and the marketing of relationship. The basis for determining the economic effectiveness and optimization of integration processes has been analysed. The premises for formation and current trends of integrated marketing systems have been examined. The global and domestic trends of the development of the passenger car market have been analysed. The thesis has assessed the financial and economic performance of the specialized businesses in Ukraine, the prospects and reserves for the growth of the business of Ukrainian automakers by using the integration capabilities. The possible scenarios and strategies for the development of the Ukrainian automotive industry in 2010-2030 have been proposed, the macroeconomic levers for the integration of domestic enterprises into the global systems of economic relations and the mechanisms for ensuring the sustainability and effectiveness of the development of enterprises within the networks of marketing partnership of the automotive market have been determined.