The marketing activity improvement at PE «A. T. Consulting» in the consulting services market
Students Name: Kachmar Sofiia Andriivna
Qualification Level: magister
Speciality: Marketing
Institute: Institute of Economics and Management
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: англійська
Abstract: In today’s conditions of rapid development of science, technology, increased competition, success can only be achieved by such an organization that creatively applies marketing management in its activities, is constantly looking for new ways to adapt to constantly changing conditions of existence. The marketing activity of an enterprise in modern economic conditions must quickly and flexibly respond to constant changes in the market [1]. Studies of established marketing principles and the involvement of information technologies in marketing activities indicate the need for their transformation and change in accordance with the requirements of the external environment [2]. This determines the relevance and regularity of the study of the essence of marketing, and their complex nature and versatility of use require the improvement of approaches to the management of marketing activities, which will make it possible not only to understand its role in the development of the enterprise, but also, first of all, to assess the direction and effectiveness of the enterprise’s marketing activities [3]. Currently, consulting has all the prospects for development, especially due to the significant development of the IT sphere [4]. Marketing in the activities of consulting companies is an important tool in conducting business and developing business strategies [2]. In connection with the constant movement of the economy and business towards innovations, marketing activity is necessary to support the enterprise. In order to improve the marketing activity at the enterprise, it is necessary to carry out a constant analysis of the environment in which it functions [5]. Marketing, which is the basic function of managing an enterprise in market conditions, offers the management of the enterprise some opportunities proven by practice and time to achieve positive results of financial and economic activity of economic activity in market conditions with minimal risk for itself (sequence of analytical work; access to the most attractive target market segments; formation of variable external factors in the interests of the enterprise [3]. Management of marketing activities is the analysis, planning, implementation and control of activities designed to establish, strengthen and maintain profitable exchanges with target customers in order to achieve certain goals of the organization, such as, in particular, obtaining profit, increasing sales volume, increasing market share market [2]. The realities of active market changes and the efforts of enterprises to maintain competitive positions lead to the use of the latest marketing tools in their activities, such as electronic merchandising, SMS-marketing, Internet advertising [3]. Therefore, in order to improve the effectiveness of the marketing management system, enterprises should develop strategic plans including marketing measures to implement the latest advertising technologies on the Internet and monitor the progress of implementation. This excludes doubts about the importance and relevance of studying the theoretical foundations of Internet advertising, its possibilities and prospects for development. The object of the study is the areas of ensuring effective marketing activity in the service sector thanks to the Internet space and innovative technologies [5] The object of the research is the areas of ensuring effective marketing activity in the service sector thanks to the Internet space and innovative technologies. The subject of the study is the theoretical and methodological aspects of the development of innovative ways of ensuring effective marketing activities at the PE "A.T. Consulting". Keywords: consulting, service sector, marketing activity, environmental analysis, competitiveness, efficiency assessment, Internet space, innovative technologies. List of used literary sources: 1. Bochko O. Yu. Vyznachennia rivnia efektyvnosti marketynhovoi diialnosti na korotkostrokovyi period. Visnyk natsionalnoho universytetu "Lvivska politekhnika". 2016. № 846. S. 21–25. 2. Hrynchak N.A. Suchasni tendentsii ta perspektyvy rozvytku svitovoho rynku upravlinskoho konsaltynhu. URL: http://194.44.12.92:8080/xmlui/handle/123456789/2328/ (date of appeal: 15.11.2022) 3. Huzenko H.M. Upravlinnia ta vdoskonalennia marketynhovoi diialnosti na pidpryiemstvi. Ekonomika i suspilstvo. Mukachevo, 2017. Vyp. 12. S. 227-235 4. Karpenko O.O. Perspektyvy rozvytku konsaltynhovoi diialnosti v Ukraini na osnovi yevropeiskoho dosvidu. Prychornomorski ekonomichni studii. 2018. № 27. S. 54–58. 5. Murha M. Chuzhym rozumom: yak vyzhyvaie rynok konsaltynhu. URL : delo.ua/business/chuzhimumomchem-vyzhivaet-rynok-konsaltinga-313987 (date of appeal: 01.12.2022).