Pankova K. Formation of the information support system of the marketing activity of the enterprise.

The work substantiates new approaches in the organization of enterprises marketing activities based on the system of quality information support and transforms marketing into a powerful tool for the formation of new knowledge about the market environment, conditions for adaptation to it and solving socio-economic problems of business entities. The analysis of the theoretical positions on the essence of marketing and marketing activities has allowed to distinguish their characteristic and distinctive features, as well as the combination of information, intellectual, social and managerial processes in the system of new marketing ideology, which increases its role in solving socio-economic problems of the enterprise and the social responsibility of business. This, in turn, fills the new economic content with marketing activity and its interconnection with the production, financial, investment and marketing areas of the enterprise. Taking into account the obtained results, the main criteria of quality and value for information resources and marketing information have been determined, as well as the classification of marketing information by such features as the degree of its processing, requests of management personnel, interaction with counteragents, which will allow to systematize information flows and arrays of information when it is formed and processing and improving the efficiency of information provision by marketing information in all areas of operation of the enterprise. The obtained scientific results were tested on the studied machine-building enterprises and introduced into the practice of forming of the enterprise information support system of the marketing activities.