MODERN ASPECTS OF FORMING A MARKETING STRATEGY TO INCREASE THE FINANCIAL AND ECONOMIC SECURITY OF AN ENTERPRISE

Abstract

The approaches to defining strategy and strategic marketing in the enterprise management system are investigated. The principles of strategizing in marketing strategic management of the financial and economic security of the enterprise are substantiated with the definition of the main tasks of the strategy as a process of creating and practical implementation of the general program of measures. The effectiveness of methodological support for marketing of the financial and economic security of the enterprise depends on the approaches and intensification of forecasting and planning at the enterprise. The problems in the formation of marketing strategies that should be taken into account when developing a marketing strategy to increase the financial and economic security of the enterprise are identified. The types of marketing strategies that are tools for increasing the financial security of the enterprise are revealed and the logic of forming a marketing strategy is characterized. The main goal of forming and implementing this strategy is a long-term orientation towards achieving the planned level of profitability and improving the basic financial and economic indicators of the enterprise. The models that can be used when making marketing strategic decisions in the financial and economic security management system of the enterprise are characterized. The features of the marketing strategy of the financial and economic security of the enterprise and the elements of the marketing strategic management system of the security of the business entity are detailed.