Popov O. The organization of marketing activities of machine-building cluster enterprises

Object of study: engineering companies marketing activities involved in the interaction within the industrial cluster; goal of the research: to further develop theoretical positions and the scientific methods of the organization of marketing activities (OMD) enterprise engineering cluster; research methodology and apparatus: analysis and synthesis, induction and deduction, monographic method, morphological analysis, conceptual design, Unified Modeling Language (UML), formalization, evaluation and expert fuzzy logic inference, the scale of Rush, cluster analysis, linear programming, simulation multyahentske method of analytic hierarchy process (MAI), clustering, structural and functional modeling (IDEF), Petri nets, cognitive modeling, metric techniques and portfolio analysis, graphical, constructing smart cards; theoretical and practical results: the conceptual provisions, principles and detailed steps of the marketing activities of enterprises cluster; detection level of maturity of the marketing activities of enterprises of machine-building cluster and sustainability impact assessment of marketing positions for members of the cluster parameters Consolidated implementing marketing functions based on identifying untapped opportunities for reconciling the interests of the company to its stakeholders and introduced a system of linguistic variables in aggregated groups of attributes proposed values; presentation of marketing activities through a reflexive approach to coordination pattern created value within the formation of information and institutional environment harmonization of interaction between participants of the cluster; methodological approach to design dynamic marketing policy engineering cluster formation through the interaction of a set of projects its members; methodical approach to using the Balanced Scorecard (BSC) and the process of its implementation as a means of fixing the parameters and guidelines for establishing institutionalized organization of marketing activities by the cluster, with the introduction of their strategy maps the extent to which particular interests selected cluster initiatives; subject and the degree of implementation: suggestions are introduced in practical activity of SE "Antonov" Serial Works "Antonov" SSPE "Komunar" PAT "FED"; scope: marketing activities of engineering cluster.