2025

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Tonh, le Diana (2025). Marketing activities of the enterprise and features of its organization
(Державний торговельно-економічний університет, 2025) Tonh, le Diana
In the realm of modern business, the management of marketing activities is pivotal for the success and sustainability of enterprises. This management encompasses a comprehensive system that includes information collection, research, and analysis, aimed at aligning internal capabilities with external market demands to maximize profit. A review of literature reveals a lack of consensus among scholars regarding the definition and scope of marketing management, with some equating it to marketing activities while others view it as a process involving strategic planning and execution. Notably, foreign authors emphasize the development of marketing strategies and customer relationships as key tasks, whereas Ukrainian scholars focus on organizational and personnel aspects, highlighting the importance of optimal management structures and effective collaboration among marketing and other departments