MODELS OF MARKETING ACTIVITY IN AN INDUSTRIAL ENTERPRISE

The article presents the results of a study of theoretical, methodological and practical aspects of marketing activities at industrial enterprises, systematized in the form of three functional models of marketing activities implemented at industrial enterprises, taking into account the specific features of changes in marketing activities depending on the functional marketing model implemented at the enterprise. The research uses traditional methods of scientific analysis, including technical, economic and logical analysis, systematization and ranking. The analysis takes into account that the dynamic nature of the external environment of enterprises implies constant changes in the criteria of competitiveness and efficiency, leading to the emergence of new business goals, new tools and methods of work, changes in the ownership structure, relationships, the development of new functions and directions, diversification and integration. The obtained results can be used at an industrial enterprise when changing the model of marketing activities, as in the conditions of the formation of technological independence of the Russian Federation the most important task is to ensure the market orientation of the production capabilities of domestic enterprises.