MARKETING MANAGEMENT OF COMPETITIVENESS OF ENTERPRISE PRODUCTS

Introduction. In the conditions of globalization of Ukraine, there is a need to increase the effectiveness of marketing management of the formation and development of competitive advantages of economic systems at different levels of management, creation of a modern institutional base to ensure favourable conditions for increasing the competitiveness of domestic producers in the domestic and foreign markets. Today, the development of the economy depends on the viability and creativity of the marketing system, which is an effective means for solving the problem of quality management and competitiveness of goods and services. Methods. The methods of theoretical and creative understanding of the selected topic were used in the study. The theoretical and methodological basis of the study is the position of economic theory, scientific works of domestic and foreign scientists on marketing. The following research methods were used: monograph – in studying the essence of marketing at the enterprise, dialectical method of cognition – in the study of planning and substantiation of the concept of marketing; theoretical generalization and comparison – for the development of the conceptual apparatus and the study of marketing support; abstract and logical – in the theoretical generalization of the essence and mechanisms of marketing management. Monographic works and scientific publications on its subject were the informative basis of the research. Results. The essence and content of the concept of marketing are revealed. It is substantiated that the development of marketing support is a complex dialectical process of interaction of environmental factors and purposeful influence of factors related to the production of competitive products that satisfy certain market needs. The essence, tasks, basic tools and principles of marketing support are considered and substantiated. Organizational components of innovative marketing of enterprises are developed and scientifically substantiated on the basis of ensuring coordinated interaction of their innovation and marketing activities. The essence and content of the term “innovative marketing” are defined. The classification of varieties of innovative marketing depending on their functionality is offered. Discussion. In the future, an effective mechanism of rational marketing functioning for various situational and market fluctuations in the conditions of market volatility will be developed. Keywords: marketing, marketing support, marketing environment, enterprise management, marketing research, competitiveness.