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MERICAN Journal of Public Diplomacy and International Studies
www.
 grnjournal.us 
 
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information support; 
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employee motivation; 
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processes of centralization and decentralization, etc. 
Marketing and management have an international character, and with the widespread 
introduction of information technologies in management, the role of marketing is increasing. 
Competition includes not only goods and their technologies, but also types of management and 
their elements: planning systems, advertising, information technology, communication systems, 
motivation, incentives and professionalism of employees. 
In modern conditions of economic development, the market and production policy of the 
company is fundamentally determined by the marketing activity, which is the leading function of 
the management process. In this practice, the greatest effectiveness is achieved through the 
integrated use and combination of marketing activities. Individual, episodic and unsystematic use 
of marketing tools does not allow to achieve positive results. Doctor of Economics, professor 
SHuklina ZN, emphasizes that marketing is a comprehensive, market, multifunctional concept 
that includes the doctrine and philosophy of business, the ethics of business relations, the 
methodology and concept of management of market behavior, special measures to find and 
satisfy needs. Fomicheva LM 
The emergence of marketing is related to the emergence of the market, therefore, the use of 
marketing in the management of the company ensures that its activities are market-oriented. 
Working with the market and adapting to its conjuncture is carried out in order to satisfy the 
needs of buyers or clients. Currently, consumer demands are growing rapidly and are highly 
individualized, and markets are diversified in terms of structure. In this regard, manufacturers are 
recommended to use various methods of working in the market, to identify the needs of the 
target segments, a comprehensive study of the activities of competitors, to determine the direct 
and indirect influencing factors, etc. 
The objectives of market research focus on two main points: 
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analyzing the situation inside and outside the enterprise, forecasting possible changes and 
developing a management strategy based on this; 
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search for management decision-making criteria, test and confirm the hypothesis of the 
enterprise's behavior in the market. 
The task of market research should be not only the structure of learning technology, but also the 
search for ways to solve problems that are relevant for the enterprise. The prerequisite here is not 
conducting technique, but "what is it for?" is to get answers to the questions. and "what's the 
problem?". Almost any market analysis must answer a very simple question: "Are we successful, 
that is, can we exchange our product for a sufficient amount of money or profitably for other 
products?" 
The formation of the marketing management system in the enterprise depends on the influence 
of the macro environment, the stability of the micro environment and the optimal development of 
the internal environment of the enterprise. Marketing management strategy depends on political 
instability, unpredictable market and financial environment, rise or fall of competitive positions, 
mission choice and customer interactions. Marketing management influences the level, timing, 
and nature of demand in such a way that it helps achieve the firm's goals. 
Marketing is an important part of the enterprise management system. Marketing shows the 
direction of the company's development and enables the successful implementation of marketing 
tools. Zimina believes that the use of marketing in IP management is related to the fact that it is 
aimed at solving certain management problems, in particular: 

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