The Economic-Philosophical Fundamentals of Management of the Enterprise’s Marketing Activities

• Main Author: Pasko Maryna I.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2020-01-01
• Series: Bìznes Inform
• Subjects: elements of marketing activity; management philosophy; subjective cognition; basic function; management of marketing activity
• Online Access: https://www.business-inform.net/export_pdf/business-inform-2020-1_0-pages-373_382.pdf
• ISSN: 2222-4459; 2311-116X

A research on marketing as a unique phenomenon of modern enterprise is carried out. The views on the concept of «marketing activity» are generalized and systematized, the essence and defining elements are allocated, the author’s own definition is proposed. The analytical approach of philosophical vision and understanding of marketing management as a phenomenon is based on the following: subjective cognition of a separate phenomenon – the process of managing the marketing activities of enterprise (MMAE) as a subsystem of the subject of economic management; cognition of phenomenon as an element of the system in which the system of relationships and relationships manifests itself in the process of MMAE; concrete cognition of the MMAE process through real forms, interaction and interinfluence with a volatile external environment. The holistic approach of the economic-philosophical vision of MMAE allowed to substantiate the peculiarities of the marketing philosophy of MMAE as a management concept, which provides for the market-strategic orientation of supply-to-sales activities and a management system coordinated to continuous research on the markets and consumer needs in order to maximize profits. The scientific novelty of the carried out study is in systematizing and generalizing the economic-philosophical perception of marketing management as a basic function of enterprise management in a market environment. The elements of the essence, intensionality and completeness of marketing activities as a phenomenon in the enterprise’s activities have been redefined and supplemented. The unified approach allowed to substantiate the key aspects of the MMAE process in the market environment and to focus on the priorities in the marketing activities of the modern enterprise, which is the foundation of interdependence and interconnectedness of the potential capacities of the production and sales of goods (services) to substantiate the nature, direction and extent of the success of a economic management entity in a competitive environment.