Prynko M. Marketing Management at the real economy sector enterprises based on interaction with non-profit organizations

The dissertation is devoted to the substantiation of theoretical and methodological approaches and the development of scientific and practical recommendations on the management of marketing of enterprises of the real economy sector on the basis of interaction with non-profit organizations. The results of the study summarize the definitions of the complex of marketing of enterprises by forming a model model for non-profit organizations. The proposed approach allows classifying nonprofit organizations as: professional (professional, sectoral), charitable and volunteer, universal. The application of the classification of nonprofit organizations makes it possible to apply the scenario approach in making managerial decisions by enterprises of the real economy sector, in interaction with their determined types of non-profit organizations. The analytical tools for estimating the influence of factors of the marketing environment on the dynamics of socio-economic indicators of enterprises of the economy real sector, as well as the current situation and trends of the practical implementation of the marketing mix of non-profit organizations and the possibilities of influencing the activities of enterprises of the economy real sector from non-profit organizations to strengthen their competitive positions, have been formed. The scientific and methodical approaches to the selection of strategic competitive groups in the field of activity of non-profit organizations are offered, which allows enterprises of the real sector of the economy to form co-marketing systems. The necessity of introducing a conceptual approach to marketing of enterprises of the real economy sector based on the introduction of a mechanism for their interaction with non-profit organizations is substantiated. The scientific and practical approaches to managing the marketing of enterprises have been improved on the basis of the formation of organizational and methodical tools for socially responsible marketing based on interaction with non-profit organizations.