Tyagunova Z. Managing the marketing potential of trade enterprises of consumer cooperation in Ukraine

Object: the management of the marketing potential of commercial enterprises of Consumer Cooperatives in Ukraine. Purpose: substantiation of theory and development of practical recommendations for managing the marketing potential of commercial enterprises of consumer cooperation. Methods: system approach, the structural and logical analysis, methods of analysis, synthesis, statistical comparisons, decision making, situational analysis, analysis of hierarchies, organizational modeling, expert and scores, average and relative values, generalization and scientific abstraction. It is offered: it is improved: theoretical and methodological principles of marketing potential of consumer cooperation enterprises; methodical approach to estimation market potential of commercial enterprises on the basis of expert techniques and score evaluations, medium and relative values; approaches to the diagnosis of competitiveness of commercial enterprises of consumer cooperation; substantiation the process of marketing potential commercial enterprise of consumer cooperation of Ukraine on principles of organizational modelling; methodical approach to assessing the competitiveness of the marketing potential of the commercial enterprises of consumer cooperation on the basis of criteria of decision making by the panel and calculating the level of consistency of peer reviews; gathered subsequent development: determine the socio-economic essence of marketing potential commercial enterprises of consumer cooperation; substantiation the nature of market competitiveness marketing potential commercial enterprises of consumer cooperation as a set of management elements; definition of theoretical and methodological provisions market potential of the enterprise. Sphere of the use: commercial enterprises of consumer cooperation.