THE BASES FOR THE DEVELOPMENT OF A STRATEGIC MARKETING TOOLKIT FOR AN INDUSTRIAL ENTERPRISE

Abstract

Nowadays marketing plays an important role in the business activity of an enterprise. Modern changes of external environment induce enterprises to search for new ways of development and introduction of new marketing strategies. Marketing tools help the enterprise to carry out market analysis, customer attraction, sales, etc., all of which are crucial factors for the enterprise’s success in the market. However, there are many different methodologies and tools in modern marketing management theory and practice, making it difficult to determine the development position for an enterprise and choose the appropriate strategic tools for its implementation due to incessant changes.