Information Potential and Marketing Innovations in the Enterprise Management System

The role of information potential in ensuring production and economic and innovative activity of industrial enterprises and enhancing their competitiveness is specified. The current state of typical schemes of information systems of enterprise management is illustrated. It is concluded that under the current conditions of globalization and European integration in the information market, there are changes that make it impossible for the commercial success of the enterprise and its competitiveness without the development of information potential. The existing theoretical and methodological bases of information potential estimation are supplemented. It is recommended to use a taxonomic analysis method to form an integral evaluation index. This approach will help to identify deviations of the actual state from the desired (standard) and to substantiate management decisions regarding the successful realization and development of information potential. The conclusion about the need to build a single information space of the enterprise is substantiated. It is determined that its content lies in the integration of information systems of different classes and the use of CALS technologies. The implementation of the approach will help to improve control over all business processes, optimize management decisions, increase the competitiveness of the enterprise.