Concept and structuring of enterprise management system based on marketing

The article explores the essence of the concept of a marketing-oriented enterprise management system and substantiates approaches to its structuring. Key principles of marketing management are identified, including customer orientation, integration of marketing into all functional departments, and decision-making based on marketing research. The evolution of management concepts – from production and sales orientations to the modern marketing orientation – is analyzed, demonstrating that under the marketing concept, achieving long-term profit is possible only through maximizing customer satisfaction. Recent studies and publications on this topic are reviewed, confirming that marketing-oriented management increases an enterprise’s adaptability to a dynamic market environment and significantly enhances its competitiveness. Moreover, the article elaborates on the critical role of continuous market research in providing relevant market insights and adapting strategic management decisions accordingly. A generalized model of the structure of an enterprise management system based on marketing is developed, which envisages a continuous cycle: identifying market needs, forming a marketing strategy, integrated execution through the firm’s primary functions, creating customer value, and obtaining feedback from the market. Emphasis is placed on the importance of integrating marketing principles across all organizational processes to ensure a cohesive approach to market-oriented activities. Practical recommendations are proposed for implementing a marketing-oriented management system in domestic enterprises, particularly focusing on developing a robust marketing information system, implementing a matrix organizational structure to facilitate effective interaction between marketing departments and other business units, and fostering a strong customer-oriented corporate culture. The article concludes that the successful implementation of such a management system can lead to sustainable competitive advantages, improved customer loyalty, and overall enhanced business performance.