Object: the process of the industrial enterprise marketing tools management. Purpose: the development of the theoretical and methodological provisions and scientific and practical recommendations for the industrial enterprises marketing tools management. Research methods: terminological analysis, dialectical, method of analysis and synthesis, abstract-logical, mathematical-statistical, modeling, computational, comparative and graphical, retrospective analysis, cluster analysis, conjoint analysis, methods of comparative and factor analysis, sample surveys, questionnaires . Proposed: for the first time: the concept of consumer perception of the industrial enterprise marketing tools management is substantiated, which provides hypotheses, definitions, approaches to evaluation and management of the interaction system "enterprise – client”; a decomposition model of the process of the industrial enterprise marketing tools management is proposed, which is based on multi-attributive utility theory based on conjoint analysis of attributes of the enterprise, which are comparable to two groups of aspects: rational and emotional evaluations of marketing tools; the interpretation of components of the industrial enterprise marketing tools management in the form of set of blocks-contours of management, such as the block of space, the block of policy formation of the enterprise marketing tools management, the planning block, the block of information and analytical providing, the block of feedback is offered; improved: the conceptual and categorical apparatus of marketing theory, in particular, the definition of the of "marketing tools" is proposed, modern groups of industrial enterprises marketing tools are systematized and generalized; components of the scientific approach to establishing the place, types and role of marketing tools in the industrial enterprises activities, which are the results of assessing the evolutionary periods of marketing tools, trends, patterns of this process, methods of classification of marketing tools; identification of modern groups of enterprises marketing tools;variety of marketing tools depending on the organizational structure of the enterprise, which is based on taking into account the evolution of scientific schools of organizational change management in enterprises and determining the impact of enterprise size and marketing department on the type of marketing tool; scientific and methodological approaches to the assessment of the enterprise marketing tools by rethinking the definition of marketing tools market value and justification of the enterprise marketing tools evaluation methodology of through the use of a combined method based on a symbiosis of cost, revenue and market methods of marketing tools evaluation; structural and logical model of the formation management process and marketing tools development, using the management method "GAP - the gap of the marketing tool", which involves the gradual development of three interconnected blocks, which allows to justify the basic definitions and algorithm of this process; scientific and methodological approaches to the ranking of industrial enterprise marketing tools, which consist in clustering the data of complex assessments of the profiles of marketing tools usefulness;scientific approach to information and analytical support of the enterprise marketing tools management process, based on substantiation of the role, place, elements of analytical support of the marketing tools management process in the industrial enterprise development system and interconnected components of the information support subsystem; was further developed: categorical-conceptual apparatus the one of the marketing tools types - the brand through the development of its definition and through the justification of the stages of brand management key concepts evolution; scientific and theoretical approaches to the method of assessing the factors influencing the brand of the enterprise, which are assessed by significance, through the use of an expert method of ranking three groups of subjective components (commercial, financial and property and management); components of the enterprise marketing tools management, which are based on the definition of marketing tools key features, comparative analysis of marketing tools types, justification of the marketing tools management basic principles; scientific approaches to monitoring the existing level of customer satisfaction and loyalty to the industrial enterprise marketing tools. Scope: industrial enterprises.
