Innovative Model of the Organization of a Marketing System at Engineering Enterprises

Abstract

The research discusses the main issues of improving the organization of the marketing system at the enterprises of mechanical engineering. A detailed analysis and study of the used conceptual apparatus, organization and content of the information support of the marketing system made it possible to conclude that there is no single approach to the organization of marketing activities at the enterprises of the automotive industry. First, this is due to the lack of systematization of existing approaches and methods, the lack of a unique algorithm that allows the most efficient implementation of the marketing system in the enterprise. Authors are proposing an innovative model of the organization of the marketing system at the enterprises of mechanical engineering, the sphere of production organization and an algorithm for its use, based on the use of integrated (holistic) marketing. The scientific results obtained during the analysis are practical in nature and can be used to optimize the production processes of enterprises.

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