THEORETICAL AND METHODOLOGICAL ASPECTS OF REFLEXIVE MANAGEMENT OF MARKETING ACTIVITIES OF AN ENTERPRISE

Abstract

The article examines the theoretical and methodological aspects of the reflexive management of the enterprise’s marketing activities, in particular, the peculiarities of development of individual components of the marketing paradigm of the organization of enterprise activities are reflected. It is determined that the transfer of ideas and principles of reflective management to the organization of marketing activities of an enterprise requires some refinement, since focusing on these principles allows achieving special advantages in the activities of an enterprise operating in the knowledge economy and the spread of the influence of information and communication technologies. It is proved that the essence of the new paradigm of effective marketing management is the proactive position of the enterprise in relation to the market, the task of strategic management is to realize the economic interests of the enterprise in the strategic perspective by meeting the existing and future needs of consumers in the market exchange. The main feature of the reflexive management of the enterprise’s marketing activities is allocated: the transfer of information that does not limit the choice of the object of management, but affects the outcome of decision-making. The reflexive approach is based on the study of decision-making procedures in accordance with the cognitive mechanism of perception and interpretation of information by economic agents and, unlike other approaches, allows changing the structure of consumer awareness in the process of making decisions about the purchase of products using low-cost methods of information management. The combination of the ideas of reflexive management and the marketing concept allowed to form the concept of system-reflexive marketing. Systemic-reflexive marketing is marketing in which management is carried out through the systematic distribution of interests of market relations subjects, and the coordination of interests is carried out from the position of a reflexive marketing manager. The solution to the problems of modern marketing is to give a new meaning to the marketing concept, which is reduced to the introduction of the concept of reflection into the theory and practice of marketing. Reflexive marketing is the realization of the interests of the parties by clarifying, actualizing or shaping the interests of the parties, which leads to the self-realization of interests. Reflective marketing helps to increase the effectiveness of the coordination of interests, i.e. market mechanisms.