Pogodayev S. Marketing of Works as a Line of Development of Machine-Building Enterprises’ Marketing Activity

The research objects are processes of operating activity and marketing activity of machine-building enterprises which according to orders execute works for production, renewal, modernization or liquidation of objects. The purpose of the thesis is development of conceptual-categorial apparatus of the marketing of works as a new scientific-practical line for improvement on its basis of machine-building enterprises’ marketing activity. The author used economic-statistical and hypothetic-deduction methods, methods of pair correlation and analogy, methods of analysis and synthesis, methods of induction and deduction, methods of abstracting and inquiry of experts, structurally-functional method and methods of grouping and regrouping, dialectical and system methods, historical-retrospective review. The theoretical value of the obtained results consists in possibility of their using for conducting of scientific researches in the field of industrial enterprises’ marketing activity. The marketing of works extends existent conception of marketing, allows obtain new derivative knowledge. The scientific novelty of the obtained results consists in discovery of a new scientific-practical line “marketing of works”. The subjects of the research are scientific-theoretical, the applied aspects and scientifically-methodical bases of the marketing of works. Practical value of the obtained results consists in possibility of their application for the obtaining of orders on implementation of works on the objects of customers; the widened marketing of goods, works and services for decline of expenses on a sale; introduction of the vector image of marketing for control of marketing specialization of enterprises; use of a new “9P” model of marketing mix and new types of hybrid propositions with an element “the works” for growth of enterprises’ revenue; realization of the bartering marketing of works and “exchanges of the works” for increase of efficiency of sale and the supply on enterprises; re-equipment of the fixed assets as a source of additional revenue of machine-building enterprises and economical rearmament of production. Sphere of the use of the author’s guidelines is the marketing activity of machine-building enterprises.