Piskun D. Adaptive marketing management of enterprise competitiveness in the context of european integration.

The dissertation is devoted to the formation of theoretical and methodological bases and practical recommendations considering the construction and implementation of the adaptive marketing management system structure of enterprise competitiveness in the context of European integration. The basic directions of marketing researches of a competitive environment are revealed, which allow to define and form competitive advantages of the enterprise. The determination of the enterprise` competitive advantages and the economic nature of the enterprises` competitive potential in machine-building industry are substantiated. The characteristic features of industrial enterprises` adaptive management with emphasis on the use of adaptive innovation management methods are distinguished. The basic elements of product quality management and their use are described in detail in accordance with international standards. The marketing concepts of management for the needs of innovation sphere development are investigated. The model of enterprise competitiveness management competitive system, which is based on innovative approaches to marketing management, is proposed. The model of product quality management in the system of industrial enterprise` adaptive marketing management is formed. The meaningful filling of the marketing analysis is characterized with the singularity of its carrying out at modern industrial enterprises. The main marketing analysis indicators of the company are grouped. The most significant factors which influence the level of domestic enterprises` competitiveness in machine-building industry are determined. The calculation of a generalized indicator is presented, which reflects the domestic economy industrial sector`s level of competitiveness. The basic components defining the strategy of development of industrial enterprise competitiveness are characterized. The components of adaptive marketing management systems of industrial enterprises` competitiveness are investigated, which are combined with processes of planning, forecasting, estimation of level of competitiveness, analysis, stimulation of personnel and control. The formation of the structure of the adaptive marketing management system of competitiveness in the conditions of european integration is proposed. The bases of creation of algorithm to estimation of efficiency of adaptive marketing management structure of enterprise competitiveness system in the conditions of european integration are determined.