Thesis for a Doctor of Economics degree by specialty 08.00.04 – «Economics and Management of Enterprises (by Types of Economic Activity)» – European Universities, Kyiv, 2021.
The thesis is devoted to the development and substantiation of theoretical, methodological provisions and practical recommendations for the formation of a marketing system in ensuring the sustainable development of industrial enterprises. The evolution of development of marketing theory is investigated. The features of application the marketing at the industrial market are exposed. The modern paradigm of the marketing system is certain. Сonceptual approaches to sustainable development of industrial enterprises and forming the sustainable marketing are outlined.
Methodology of forming and application of the marketing system of industrial enterprises is certain for providing of it’s sustainable development. The competitiveness of industrial enterprises is analysed. Effectiveness of marketing activity of industrial enterprises is estimated.
The questions of the marketing integration approach are considered to the production operative management, forming of marketing strategy of innovative development and organizational culture of industrial enterprise, creation of effective marketing communications with stakeholders in the system of partner relations, forming of effective industrial infrastructure in strategy of regional development. The model of marketing mechanism of activation of the productive system of industrial enterprises, that takes into account the newest marketing trends, is offered. The forming of strategic subsystem of public-private partnership of industrial enterprises is prezented with stakeholders in composition their marketing system and sinergistical efficiency from activity of enterprise (socio-ecological and economic). The having a special purpose reference-points of sustainable development of industrial enterprises are certain within the limits of spatial, system, combined and communicative approaches. The multivariable modified model of the marketing system, that includes the factors of environment of competitiveness of industrial enterprise in the context of innovative paradigm of sustainable development of industrial enterprises is worked out.
Keywords: industrial enterprise, marketing system, competitiveness, efficiency, innovation, brand capitalization, organizational culture, digitalization, public-private partnership, stakeholders, consumer value, sustainable development.
