Організаційні засади управління маркетинговою діяльністю підприємства: методичний підхід
A Methodological Approach to the Organizational Framework of Enterprise Marketing Management

Summary/Abstract: Purpose: The aim of the article is to develop methodological recommendations for improving the process of organising enterprise marketing activities; which justify the choice of the most effective marketing mix and set of tools for its implementation in accordance with the existing level of corporate culture and the formulated goals and objectives of business development. Design/Method/Approach: The research was conducted on a broad representative sample of Ukrainian enterprises. The methodological approach is based on seven consecutive stages, which include a conceptual model of development and worldview of the organisation based on Graves' value systems; the behavioural and cultural approach of A. Kohli, B. Jaworski and J. Narver, S. Slater; the concept of internal market orientation by S. Gounaris; the 4P marketing mix model by D. McCarthy and the 7P model by B. Booms and M. Bitner; data processing methods using the concordance coefficient and Fisher's criterion. Findings: The hypothesis regarding the direct influence of culture type on the effectiveness of management and implementation of marketing activities of an enterprise has been confirmed. It was established that in most of the structures studied, the assessment of the level of management exceeds the assessment of the level of implementation, which highlights the weakness of real management systems. An approach to substantiating the internal and external marketing of an enterprise has been developed, specifically focusing on the selection of effective marketing mix elements based on culture types. Theoretical Implications: The theoretical value of the study lies in the refinement of the organisational function within the enterprise's marketing management process, forming proposals for a specific list of stages of work to determine the enterprise's marketing complex and a set of tools for its implementation, based on the principles of value management. It is advisable to strengthen management decision-making with an analytical component, which can be implemented by using the proposed system of indicators to assess the effectiveness of marketing management at the enterprise. Furthermore, the logic of forming a methodological approach has been clarified, reflecting the relationship between tasks and expected results. Practical Implications: Within the framework of a value-oriented approach, a consistent and measurable mechanism for diagnosing and improving management decisions is substantiated and proposed, which provides tools for determining the dominant type of corporate culture and quantitatively measuring the gap between formal management and the actual implementation of marketing processes. Originality/Value: Empirical data are presented that prove the existing connection between the level of corporate culture and the effectiveness of its marketing activities. A methodological approach is proposed and tested, which is a consistent and measurable mechanism for aligning the internal values of the company with the choice of marketing strategy. The “Compliance Card” and the marketing mix selection model have been developed, providing managers with clear diagnostic and management tools for decision-making. Research Limitations/Future Research: The limitations of the study lie in the subjectivity of assessments, coverage of 5 industries, and geographical constraints. The prospects are focused on public testing of the proposed approach in the form of a dissertation study. Paper Type: Empirical

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