ROLE OF INTELECTUAL POTENTIAL RISE FOR MARKETING ADMINISTRATION EFFICIENCY

Abstract

The article identified the role of process of formation and evolution of intellectual potential for enterprise marketing administration system efficiency by means of developing and presenting a complex model. The presented model is universal since it allows to analyze marketing operation efficiency of a given enterprise regardless of the field taking into account influence of all the factors. This model can be applied at different stages of marketing activity. Moreover, by modeling the enterprise marketing activity efficiency system, attention is paid to the role of intellectual potential which is of key importance in the increase of the enterprise competitive ability and profitability. Results are demonstrated through the example of a large machine building JSC NKMZ enterprise.