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    Management of marketing system of the enterprise – subject of FEA (based on data of PE “Dogoda”, Poltava)
    (KNUTE, 2020) Kobzistiy Artem
    Relevance of research. One of the most important intangible assets of the enterprise is marketing, it can be implemented as a management philosophy by not all companies. Marketing is the process used to determine what products or services may be of interest to customers and the strategy to use in sales, communications and business development. Based on this, special scientific interest should be shown in the study of manufacturing enterprises of the furniture market, as such, whose activities are on the border between production and services. The current problems of the furniture industry in the crisis period are unstable exchange rates, declining demand for products, rising prices for materials, components and blanks, energy and new equipment, non-repayment of debts by customers, high rents, lack of credit resources. Analysis of recent research and publications. Problems of marketing activities of industrial enterprises have been studied in the works of many Ukrainian and foreign scientists. Some aspects of this topic are covered in the works of domestic researchers Gerasymchuk V.P., Kardash V.K., Balabanova L. A., Brindina O.P. and others. Among foreign scientists, the works of E. Golubkov, I. Egorov, I. Rybalchenko, A. Varlamova, A. Insects, and others deserve attention. Theoretical and methodological approaches to the choice of strategies for the development of marketing activities of the enterprise are covered in the works of leading foreign and domestic scientists, including: Ansoff I.V., Bozhkova V.V., Garkavenko S.S, Ilyashenko S.M, Kovtun O.I., Kotler F., Kudenko N.V, Laburtseva O.I, Lamben Z.A., Porter M., Strickland A.A, Thompson A.S, Fathutdinov R.A and other. However, the issues of practical use of modern Internet technologies in the practice of the furniture company, the issue of assessing the product portfolio of the company and choosing the optimal strategy for the development of each unit of production taking into account their competitiveness are not enough researched