Polishchuk I. Management of the marketing potential of the enterprise in conditions of international integration

The dissertation is devoted to development of conceptual and theoretical bases, methodology, methodical and practical recommendations on management of marketing potential of industrial enterprises in the conditions of international integration. The evolution of the marketing concept of enterprise management is investigated. Systematization of the theory of potentials of the enterprise is carried out by means of isolation of marketing potential. Improved schematization of marketing potential in the enterprise management system. The scientific and methodological approach to defragmentation of the marketing potential of the enterprise with the purpose of its management was developed. The elements of marketing potential such as potential of marketing resources, potential of market capacities, potential of increasing competitiveness were highlighted. The classification of factors of influence on management of marketing potential of industrial enterprise was developed. Methodological bases of estimation of marketing potential of light industry enterprises were developed. The marketing environment of light industry enterprises was investigated. The factors influencing on its formation have been identified. The marketing potential in the system of managing the competitiveness of light industry enterprises has been evaluated. The concept of management of the marketing potential of the enterprise under the conditions of international integration on the basis of client-oriented approach was formed. The key role in the concept was given to the mechanisms of its implementation. The necessity of using crowdsourcing technologies and ensuring the coherence of interests of the enterprise and stakeholders have been proved. It is recommended to use a reflexive approach. The modeling of the integration and matching mechanism of management of the marketing potential of the enterprise was carried out. The mechanism of management of marketing potential of the enterprise to modern conditions has been adapted. Client-oriented approach was applied. Scientific and practical aspects of logistics in managing the marketing potential of an industrial enterprise have been developed. The information and organizational support of the mechanism of marketing potential management has been developed. The scientific and applied bases of realization of the international integration strategy of development of marketing potential of the industrial enterprise were formed. The strategy is based on the integration of elements of marketing potential. The purpose of the strategy is to realize economic as well as social, environmental, integration and other interests of the enterprise, as well as society. The opportunities for potential development were defined on a strategic perspective.