Formation of the Marketing Management System of the Enterprise

The purpose of the article is to study the essence of the marketing management of the enterprise and the formation of its management system in order to ensure the sustainable functioning of the enterprise in the market. It is noted that the successful functioning of the enterprise in the modern market in the conditions of growing competition, the development of technologies depends on the use of marketing tools in activities that will contribute to the development and adaptation of the enterprise to volatile market conditions. Marketing management is considered as an innovative approach to enterprise management, allowing to achieve optimal economic performance and positive social effect at the same time, coordinating the different interests of owners, managers, employees, partners, consumers, and society. The application of an integrated approach to marketing management is substantiated, namely: the need to form a marketing management system in an enterprise with a significant number of interrelated structural components that differ in their goals, act autonomously, while integrating management functions and aiming at achieving a single goal – ensuring the stability of all areas of the enterprise in modern market conditions and transforming consumer needs into enterprise revenues. It is proposed, taking into account the provisions of the general theory of systems and management theory, to consider the marketing management system as a cybernetic system capable of transforming information. It is further noted that the marketing management system of an enterprise is an open system that is subject to the influence of the marketing environment, where the components are macro- and microenvironment. It is proved that the factors of the external (macro-) environment form the impact on marketing programs and on the marketing activities of enterprise, and the factors of the internal (micro) environment determine the marketing activity of the enterprise. Objective tendencies in the development of the marketing environment are defined. The model of the marketing management system as a logical-structural scheme is proposed, on the basis of which the algorithm for optimization and management of marketing activities is provided, where the interrelations and relationships of elements (in accordance with the functions of marketing management) are presented

New Method to Calculate the Sign and Relative Strength of Magnetic Interactions in Low-Dimensional Systems on the Basis of Structural Data

The connection of strength of magnetic interactions and type ordering the magnetic moments with crystal chemical characteristics in low-dimensional magnets is investigated. The new method to calculate the sign and relative strength of magnetic interactions in low-dimensional systems on the basis of the structural data is proposed. This method allows to estimate magnetic interactions not only inside low-dimensional fragments but also between them, and also to predict the possibility of the occurrence of magnetic phase transitions and anomalies of the magnetic interactions. Moreover, it can be used for search of low-dimensional magnets among the compounds whose crystal structures are known. The possibilities of the method are illustrated in an example of research of magnetic interactions in familiar low-dimensional magnets SrCu2(BO3)2, CaCuGe2O6, CaV4O9, Cu2Te2O5Cl2, Cu2Te2O5Br2, BaCu2Si2O7, BaCu2Ge2O7, BaCuSi2O6, LiCu2O2, and NaCu2O2.Comment: 18 pages, 8 figures, 2 tables, published versio