MANAGEMENTUL ACTIVITĂȚII DE MARKETING ÎN ÎNTREPRINDERILE AGRICOLE PRODUCĂTOARE DE CĂTINĂ ALBĂ
MANAGEMENT OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES PRODUCING WHITE SEA BUCKTHORN

Summary/Abstract: Marketing management in a practical sense means management that uses marketing concepts, i.e. the management of an enterprise that has adopted and uses the marketing view or philosophical vision of marketing in its development process. The management of marketing activity of the enterprise in which there is the branch of production of white currant there must be organizational structures through which each employee, with different functions, level of training and duties, has the opportunity and obligation to act on the basis of marketing strategies, as well as responsibility centers. The concept of actively influencing market requirements also implies effective management of specialized marketing activity, i.e. activities related to product, pricing, placement and promotion policies. In order to establish appropriate management of marketing activity and to position it as effectively as possible in the organizational chart of an agricultural enterprise in which there is a white currant production branch, it is specific, first of all, to analyses the background parts of the constituent elements of the environment with which it operates in order to be able to establish strategic lines, which need to correspond to the appropriate form of organization. In the given article, the authors intend to identify and propose solutions to some problems, which, in essence, represent a diagnostic analysis of the enterprise, the results of which indicate one of the options for the organization of marketing activity and marketing department or specialist in agricultural enterprises.

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