MODERN TECHNOLOGIES FOR THE FORMATION OF MARKETING MANAGEMENT STRATEGIES OF ENTERPRISES AS AN IMPERATIVE FOR THEIR INNOVATIVE DEVELOPMENT

The essence and features of the main modern strategies of marketing activity of enterprises are considered through the prism of the latest management trends. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development. An analysis of the evolution of the species diversity of marketing tools was carried out. The stages of formation and development of the enterprise's marketing management strategy are revealed. It is noted that the use of marketing tools for the formation of the company's strategy increases the efficiency of management as a whole. The main elements of the marketing management system of the enterprise are studied. The need to introduce advanced, i.e. marketing-oriented, strategic enterprise management has been proven. The essence and general provisions of the evaluation of the effectiveness of the enterprise's marketing management strategy and directions for its improvement are substantiated. The essence and features of the main modern strategies of the marketing activity of enterprises are considered through the lens of the latest market trends. There are cases where enterprises succeed using modern marketing strategies to expand the horizons of their activities. Developed components of management of marketing tools, based on indicators of monitoring the existing level of satisfaction and loyalty of consumers due to mergers, acquisitions and innovations of new products by the main key players of the market. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development in modern conditions.