Kobets D. The system of marketing management of industrial enterprises

The object of study: the processes of forming and adapting of marketing management system of industrial enterprises. Objective: developing of theoretical positions and methodical-applied recommendations on formation a systematic approach to the use of marketing management of machine-building enterprises. Methods: dialectical, analysis and synthesis, induction and deduction, semantic and structural-logical analysis; systematic analysis, comparison, grouping, relative and average values, dynamic rows, graphical, economic and statistical analysis, sampling, surveys, expert evaluation, matrix, fuzzy logic, economic modeling, logical synthesis of results. The novelty: for the first time developed a scientific and methodical approach and system of marketing management of industrial enterprise based on management hierarchy determined by expert marketing functions, adaptive and proactive approach, created bank of marketing organizational structures, constructed the model of optimization the system of marketing-management on the basis of effective combination of proactive, adaptive, synergistic and process-oriented approaches, improved scientific and methodical approach to identifying and match of marketing organizational structures to the functional tasks of marketing management, process of decision-making on the selection of the optimal structure of organization of marketing activities. Scope: in practices of machine-building enterprises of Khmelnitsky region, including: SE "Novator", JSC "Temp", LLC SPF "Advismash", LLC "Europa-Export Plus", SE "Shepetivka Repair Plant", in the educational process of Khmelnytsky National University while teaching disciplines: "Marketing research", "Marketing audit", "Marketing of industrial enterprises".