STRATEGIC APPROACH TO QUALITY MANAGEMENT ENTERPRISES MARKETING ACTIVITIES

Abstract

The conceptual model of quality strategic management of marketing activities includes the following elements: strategic architecture, strategic organization, strategic audit, each is considered in terms of information, functional, methodological, organizational and economic aspects. The implementation of this model will enhance the effectiveness of strategic management of enterprise marketing activities and ensure their long-term competitiveness.

Conceptual-categorical apparatus is supplemented by such definitions: strategic management of marketing activity — control that directs the activities on customer’s needs, to achieve strategic objectives, ensuring long-term competitive advantage by developing and implementing marketing strategies and implementing strategic changes in accordance with a dynamic marketing environment; architecture of strategic management of marketing activity — construction and logical combination of features, functions, methodologies (technology) strategic management of marketing activities to meet the needs of the target audience and achieve the strategic objectives of the enterprises.