MARKETING IN THE SYSTEM OF ECONOMIC SECURITY MANAGEMENT OF AN ENTERPRISE
Matviіchuk Lesia – PhD in Economics, Department of Finance and Banking, Khmelnytskyi National University ( 11 Institutska st. , Khmelnytskyi, 29016, email@example.com).
The current state of development of domestic enterprises and the main tendencies of their activity are determined. It has been shown that the decrease in the total number of economic entities in Ukraine indicates an increase in economic, political, legislative challenges and threats, which necessitates a review of existing strategies and mechanisms for managing the economic security of the enterprise and enhancing the role of marketing activities in them. The term "economic security of the enterprise" has been clarified on the basis of a comprehensive approach to the interpretation of its essence. The author's approach to defining the content of the concept as a process of achieving such a state of the enterprise, characterized by resistance to internal and external threats, the presence of competitive advantages due to the efficient use of the resources of the enterprise, which harmonizes in time and space its economic interests with the interests associated with it, is proposed. of the environment and allows to ensure stable functioning at the present stage and sustainable development in the future. The economic security components of the enterprise are researched and systematized. It is determined that the content of economic security of enterprises is revealed by ensuring the realization of the interests of the enterprise through the use of opportunities of the external and internal environment with the use of marketing tools of the place. It is proved that insufficient attention to the level of economic security of the enterprise leads to inadequate response to threats, which leads to making irrational management decisions, especially regarding adaptation to market conditions, use of behavioral technologies in unusual situations, reactions to factors of influence, etc. The methodology of construction of the economic security system of the enterprise with consideration of the marketing approach is developed, which will facilitate the process of analysis, development and implementation of measures aimed at establishing, strengthening and maintaining mutually beneficial relations with customers; provides an opportunity to organize the activity of the enterprise on the principles of optimal use of the available potential and obtain the highest profit taking into account the satisfaction of consumer needs.
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072 Finance, banking and insurance
076 Business, trade and exchange activities
241 Hotel, restaurant and catering
281 Public administration
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The journal is the successor to the edition ”Collection of Scientific Papers of Vinnytsia National Agrarian University. Series: Economic Sciences. "