The dissertation work is devoted to the development of theoretical and methodological foundations and practical recommendations for the formation of marketing strategic management of the financial and economic security of an enterprise under the conditions of convergence of transformational changes. In the context of the study of this issue, the theoretical and methodological foundations of marketing activity as a form of interaction of enterprises with market entities were studied, the state and factors of marketing support for the financial and economic security of machine-building enterprises were analyzed, the architecture of marketing strategic management of the financial and economic security of an enterprise under the conditions of convergence of transformational changes was built. An analysis of scientific approaches to the definition of marketing concepts and their evolutionary development was carried out, namely, production, commodity, sales, marketing, socially responsible concepts, relationship marketing, service and communication, each of which has its own specifics. Scientific approaches to the definition of «marketing» and «strategic marketing» were systematized with the formation of author's definitions. Based on the consideration of approaches to marketing management, an alternative phasing of marketing activities of an industrial enterprise has been formed, which can be used by management to increase marketing efficiency and strengthen security. A conceptual process-competence model of structural synchronization of strategic marketing support of financial and economic security of an industrial enterprise under conditions of convergence of transformational changes has been proposed.
A schematic visualization of the stages of assessing the level of marketing support of industrial enterprises in the system of managing their financial and economic security, which influences the formation of strategic measures and marketing strategies, is presented. In order to assess marketing support and financial and economic security, the main indicators of financial and economic activity of PrJSC «Kalyniv Machine-Building Plant», PrJSC «Bar Machine-Building Plant», PJSC «Mohyliv-Podilsky Machine-Building Plant», LLC «Krasnyanske SP «Agromash», PJSC «Ukrelektroaparat» were studied. The main external factors of ensuring the security of the enterprise in the aspect of convergent-oriented development were identified. The basic external factors of influence on marketing support were systematized with the definition of the most significant and schematic representation of obstacles to the restoration and development of the activities of domestic enterprises in modern business conditions. The main factors and problems that affect the marketing strategic management of the security of industrial enterprises were identified and proposals for their elimination were provided. A subsystem of basic evaluation indicators of marketing management of the economic security of an industrial enterprise has been developed, which include parameters of sales and product policy; parameters of pricing policy; parameters-characteristics of marketing costs; parameters for determining the level of financial and economic security of the enterprise with a proposal for calculating the corresponding generalizing integral parameter.
The directions of improving the commodity policy of an industrial enterprise in terms of its basic components are investigated. A scientific and methodological approach to the pricing process in the implementation of ensuring the financial and economic security of the enterprise is proposed. The logic of forming a marketing strategy to achieve the goals set by the enterprise, including ensuring and increasing financial and economic security, is detailed. The architecture of marketing strategic management of the financial and economic security of an industrial enterprise is built, which consists of research and analytical, functional and target and organizational and methodological components, defined goals, a system of principles, tools, methods, technologies and a set of functions. A profile of complex structuring and analysis of the dossier of competing enterprises is schematically presented, in which it is proposed to carry out an in-depth assessment of the strategies of competing enterprises and their financial efficiency, as well as financial analysis based on a sample of competitors according to a number of criteria. The current concept of controlling in the enterprise management system is substantiated, in particular in ensuring financial and economic security, and approaches to the formation of an effective information and analytical basis that ensures the coordination of functional controlling measures in the aspect of each component of the enterprise's financial and economic security.
