Kuzmynchuk N., Doctor of Economics, Professor, Professor of Department of Marketing, Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000–0002–9844–3429
e-mail: nkuzminchuk@ukr.net

Kutsenko T., PhD in Economics, Associate Professor, Associate Department of Marketing, Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000–0001–7800–2987
e-mail: chkutsenko@gmail.com

Terovanesova O., PhD in Economics, Associate Professor Department of Marketing, Management and Entrepreneurship, V.N. Karazin Kharkiv National University, Kharkiv, Ukraine

ORCID ID: 0000–0001–9323–8699
e-mail: shurochka363@gmail.com

Marketing management in the system of strategic management of trade enterprises

Abstract. Introduction. The use of marketing management tools in the system of strategic management of trade enterprises allows to expand the potential of domestic trade enterprises in a changing environment and a high level of competition for consumer attention.

Purpose. The purpose of the article is to implement marketing management tools in the activities of trade enterprises based on the principles of strategic management, the use of which will clarify the nature of strategic planning in today’s changing environmental conditions.

Results. The article proposes approaches to the implementation of marketing management tools in the activities of trade enterprises based on the principles of strategic management, the use of which allows to clarify the nature of strategic planning in today’s changing environmental environment. The factors that emphasize the leading role of strategic management of modern enterprises in the field of trade and the principles that lie in the renewal of their long-term goals using available resources are highlighted.
The modern tendencies which are characteristic of system of marketing management of the enterprises of trade and define efficiency of their activity are established. Emphasis is placed on the existence of marketing management attributes related to the management, marketing and economic performance of the enterprise.

Conclusions. The study found that marketing management is a complex system with a large number of structured parts, interconnected and aimed at ensuring the stability of all areas of trade in modern market conditions. The directions of practical use of marketing approaches to management of activity of the enterprises of trade on an example of successfully operating representatives of branch are formed. Thus, the proposed toolkit will allow domestic trade representatives to formulate the most effective strategy for further development and further development in the current and future period.

Keywords: trade enterprise; strategic management; marketing management; principles of marketing:management.

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