Korshunov V. Strategic Planning of Marketing Operations at an Enterprise

Objects of research: marketing activity in market conditions of the transfometion of economy. The purpose of work: a theoretical substantiation of methodological and organizational principles of effective management of marketing in conditions of market transformations, development of the methodical recommendations concerning strategic planning of marketing activity of the industrial enterprises. Methods of research and device: philosophical principles of knowledge, the material interpretation of processes and phenomena in economy, dialectic, logic and system approaches, method abstract and concrete, logic generalization and comparison, method of marketing research of the market, theory of management, mark and expert estimations, economic-mathematical, statistical comparisons. Theoretical and practical results and novelty: the system analysis of changes of development of marketing; the concept of strategic marketing in conditions of market transformations; The basic situations certain characteristics and contents institutional of the preconditions for introduction and development of strategic marketing in the state; the necessity of use of the concept metamarketing, methodological approach to a choice of marketing strategy of the enterprise is proved; the principles of strategic planning of marketing are formulated; the mechanism of strategic planning of marketing activity is offered; structure of components at strategic planning of marketing activity; system of the organizational and methodical maintenance of strategic planning of marketing activity of the enterprise; a technique of an estimation of efficiency of the marketing strategy, chosen by the enterprise; detailed elaboration of the factors, which define strategy of marketing and classification of marketing strategy; a technique of information maintenance of the strategic plans of marketing activity; the concept " marketing researches " is specified; The technology of strategic planning of marketing activity behind the chosen components, stages andprinciples of planning is advanced; the methodical approach to a complex estimation of efficiency of the plans of marketing activity of the enterprises. The practical meaning of the received results is, that their introduction will enable the enterprises to improve methods of planning, to supply the complex approach to management of marketing. A subject and degree of introduction: the basic results of researches were accepted to introduction KIE " The Factory of V.Malishev "; CJ-stCom "Uzhkabel"; "INIOS"; joint-stock company "SMIZ"