Konoplyannikova M. Management of enterprise marketing activity at the market of cartographic services

Dissertation is dedicated to development of theoretical and methodology approaches, practical recommendations on shaping marketing activity by companies within the cartographic services market. The matters of "marketing management" and has been determined, principles and approaches of marketing activity management has been examined. The impact of marketing environment factors, that influence the development of marketing activity management system at cartographic services market, has been researched. The mechanism of marketing activity management has been developed. The methodological approach to assessment of the marketing activity management level has been determined. The developed recommendations on the choice of information support for marketing activity of enterprise at cartographic services market, while coordinating the implementation of marketing functions. The offered method of development of a balanced scorecard, involving experts advantages using method of paired comparisons based on the method of analysis of hierarchies by T. Saati. This method allows taking into consideration aggregates of the goals and objectives of marketing activity at the enterprises within the cartographic services market.