Seleznova O. Theoretical and Methodological Foundations of Management of Marketing Activities of Construction Enterprises

Purpose: to substantiate and develop theoretical and methodological basics, methodical and applied recommendations for the management of marketing activities of construction enterprises in order to increase their competitiveness in modern economic conditions. Object of research: process of management of marketing activity of Ukrainian construction enterprises. Subject of research: a set of theoretical and methodological, methodological, conceptual and applied aspects of the management of marketing activities of Ukrainian construction companies. Methods of research: abstract-logical; monographic; morphological; generalization; analysis; synthesis; analytical and graphic; sociological survey; expert-statistical; economic-mathematical modeling. It is substantiated: theoretical and methodological principles of management of marketing activity of construction enterprises on the basis of implementation of the concept of holistic-oriented management of marketing activity. Improved: the model of formation of the pricing policy of the construction company by reconciling the price parameters with the market situation. Proposed: methodical approach to the evaluation of the effectiveness of management of marketing activities of construction enterprises. Developed: methodical approach to optimization of the product range of multi-apartment building. Field of use: universities, construction companies.