The Marketing Management of Intellectual Resources of Enterprise

Abstract

The aim of the article is to form a system of marketing management of intellectual resources of enterprise on the basis of the use of the conception of intra-organizational marketing. The marketing approach to the management of intellectual resources of enterprise is substantiated, which involves taking into account the interests of the management of the enterprise, the carrier of intellectual potential itself, as well as direct consumers of products. The intellectual resources of the enterprise are considered as an aggregate of individual intellectual potentials of the employees of the enterprise, capable of causing a synergistic effect of increasing the competitiveness of the organization in the process of its transformation into intellectual capital. The main directions of formation of the system of marketing management of intellectual resources of enterprise on the basis of the use of the conception of intra-organizational marketing are proposed: collection of information on the existing intellectual potential; determination of the feasibility of attracting additional intellectual resources; directing the most qualified specialists to solve problems in the priority areas of the enterprise; conducting a mandatory assessment of the internal and external feasibility of investing in the development of intellectual resources; organization of training processes for the company’s employees in order to develop and improve previously acquired knowledge; creation of conditions for the fullest disclosure of individual intellectual potentials of employees of enterprises. The role of the intra-organizational marketing in the management of intellectual resources of enterprise has been identified as a method that allows to coordinate the needs of external consumers with the needs of the internal consumer, that is, the company’s employees, providing in the process of formation of intellectual capital additional competitive advantages of enterprise due to mutual loyalty of economic entities. The allocated marketing instruments for managing the intellectual resources of the enterprise create conditions for the reproduction of the intellectual potential of the company’s employees, and also directly affect the process of its transformation into intellectual capital.

Keywords

• intellectual resources
• intellectual potential
• intra-organizational marketing
• marketing management.