Management of marketing activities of regional trade enterprises in the context of modern approaches to making management decisions

The article considers the theoretical aspects of managing marketing activities of trade enterprises under modern business conditions based on the use of new approaches to making management decisions. To achieve the set goal, general scientific methods of cognition of phenomena and processes have been used: induction and deduction methods - to clarify the relationship between the stages of decision-making process; methods of system analysis and generalization - to systematize existing scientific approaches, used theoretical sources; graphical method - to reflect the theoretical and methodological material of the study The importance of trade development for regional economic policy has been substantiated, and the trends in the development of trade enterprises, as well as foreign trade activities under martial law, have been considered according to basis of statistical data. The attention has been focused on the expediency of using new management approaches to making marketing decisions by trade enterprises. The main factors influencing the effectiveness of decision-making in the marketing sphere have been identified. The importance of a process-project approach in the implementation of marketing development projects has been proven, which will allow to eliminate the negative features of project and process management and achieve effectiveness in the implementation of strategic and tactical directions of marketing management. The expediency of program management has been substantiated. The development of internal, regional and territorial programs for the development of marketing of a trade enterprise has been proposed, depending on the level of decision-making and management competencies. An important role in using the software approach is played by the quality of the available information and its reliability, which will later be used to develop the enterprise's marketing strategy and implement the function of controlling the situation that necessitated the decision and its further implementation.