Kalinin O. Formation and management of the investment marketing system of diversified enterprises

Object: processes of formation and management of the investment marketing system of diversified enterprises. Goal: theoretical and methodological substantiation and development of scientific and methodological tools for the formation of the investment marketing system of diversified enterprises. Methods:component analysis and historical analysis; dialectical and epistemological analysis, comparison, systematization; analysis and synthesis; grouping method; statistical and correlation analysis; comparative analysis; expert assessments; taxonomic method; scenarios and scores; heuristic forecasting; system generalization; economic and mathematical modeling; system-target; concrete and abstract, comparative characteristics. Suggested: for the first time: the concept of management of system of investment marketing of the diversified enterprises is offered; the scientific approach to managing the potential of investment marketing activities of a diversified enterprise is substantiated; a comprehensive approach to evaluating the effectiveness of investment marketing system management has been developed; Improved:conceptual and categorical apparatus for determining investment marketing;mechanism for making managerial decisions on the choice of diversification areas of investment;mechanism impact different types of diversification index to the level of capitalization of the enterprise in accordance with the economic cycle; investment marketing risk management monitoring system;methodical approach to the assessment of marketing policy of diversified enterprises;methods of operational management of the process of investing activities within the implementation of the investment marketing program of diversified enterprises;mechanism of marketing and psychological motivation of investment marketing; was further developed:classification of diversified enterprises; algorithm for determining the feasibility of outsourcing the functions of a diversified industrial enterprise; system of corporate governance indicators through adaptation of financial stability assessment indicators. Scope: industrial enterprises.