TECHNOLOGY OF APPLICATION OF MARKETING MANAGEMENT TOOLS IN TRADING ENTERPRISES IN CONDITIONS OF UNCERTAINTY
DOI:
https://doi.org/10.32782/ecovis/2025-3-7Keywords:
marketing management, marketing management tools, trading company, target audiences, uncertainty, business environmentAbstract
The article examines theoretical and applied aspects of organizing marketing management processes in enterprises. It summarizes theoretical approaches to understanding the essence and principles of marketing management in enterprises, its role in ensuring sustainable business development and commercial success. The content of the concept of «marketing management tools» and its components are revealed. The need to pay more attention to the development of technologies for the practical application of marketing tools in enterprises of various sectors of the economy in conditions of uncertainty is emphasised. The role of marketing management in ensuring the proper functioning of trading enterprises operating in an unstable and uncertain business environment is characterised, and the expediency of using certain components of its tools that allow maintaining and strengthening market positions is determined. The article also emphasises that marketing management is a broader concept than marketing itself, since, in addition to the ideology of maximising the satisfaction of consumer needs, it also involves the development of the whole enterprise management system, taking into account production, commercial, financial, investment, innovation, personnel and other processes and functions of the enterprise based on marketing principles. The article formulates the goals that the set of marketing management measures should be aimed at achieving, as well as the requirements for a marketing management system. The need to apply a systematic approach to marketing management in conditions of uncertainty, instability and unpredictability of the business environment is grounded. Further research should be directed towards improving methodological approaches to the formation and implementation of marketing management tools in a turbulent business environment, assessing the effectiveness of marketing tools in conditions of uncertainty and risk, as well as researching mechanisms for adapting marketing management systems to dynamic changes in the external environment in order to ensure sustainable development and increase the competitiveness of enterprises.
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