Maliar R. Marketing Policy of an Enterprise in the Market of Energy-Saving Materials

Object of the research is the process of forming the marketing policy of an enterprise. Subject of the research is the theoretical, methodological, and applied foundations for the formation and implementation of the marketing policy of an enterprise in the market of energy-saving materials. The purpose of the research is to provide the scientific substantiation of the theoretical, methodological, and applied foundations for the formation of the marketing policy of an enterprise in the market of energy-saving materials and to develop a mechanism for its adaptive implementation in order to enhance the enterprise's competitiveness and operational efficiency. Research methods include a comprehensive set of general scientific and specialized methods, in particular theoretical generalization, systematization, comparison, structural-dynamic and economic-statistical analysis, expert-analytical evaluation, surveys, graphical and economic-mathematical modeling, as well as distributed lag modeling methods. The theoretical significance of the research lies in the further development of the theoretical and methodological foundations for the formation of enterprise marketing policy, taking into account the specific characteristics of the energy-saving materials market, as well as in advancing approaches to consumer value creation, the assessment of marketing determinants, and the adaptive management of marketing activities. The scientific novelty of the obtained results consists in improving the approach to defining the essence of enterprise marketing policy in the market of energy-saving materials, developing a methodological approach to assessing marketing determinants, proposing a mechanism for the adaptive management of marketing expenditures based on lagged revenue forecasting, and further developing the methodological foundations for forming an adaptive marketing decision-making system and evaluating the effectiveness of marketing policy. Scope of application of the research results includes enterprises operating in the market of energy-saving materials, organizations in related sectors associated with energy-efficient construction, reconstruction, thermal modernization, and facility restoration, as well as organizations engaged in marketing management and the strategic development of enterprises.