The Marketing Performance Management in the Context of Sustainable Development of Enterprise: The Theoretical-Methodical Aspect

Abstract

The article is aimed at defining the theoretical-methodical foundations of marketing performance management in the context of sustainable development of enterprise. The scientific-methodical approach to management of marketing performance on principles of sustainable development of enterprises is suggested, based on the balanced marketing decisions-making on the basis of a complex of target orientations, with attention to interests of business owners, priorities for long-term development of resource provision, production and marketing, as well as social needs of the society and the environmental protection. In contrast to the known, the approach outlined in the article allows to manage the marketing performance on two levels: conquest of the most attractive competitive position of enterprise in the market (due to the planned size of marketing results) and formation of integral performance in the form of increase of business value at the expense of marketing sources. The described approach is conceptual in nature, requires contextualization in accordance with the peculiarities of economic activity of enterprise and the specific market.

Keywords

• marketing results
• marketing efficiency
• marketing performance management
• sustainable enterprise development