CORPORATE MARKETING COMPLEX MANAGEMENT

Abstract

The article considers theoretical and practical aspects of managing the company's marketing complex in the context of introducing a new service product. Building a high-quality and effective marketing complex in an organization has a significant impact on its financial results. The main purpose of marketing is to expand the volume of sales of goods and services by better satisfying the potential demand of buyers. The choice of certain areas of sales policy is based primarily on the use of marketing complex tools. The better the elements of the marketing complex are developed in an organization, the more effectively the product sales system functions on it. Creating an effective marketing complex of an enterprise is the basis for its progressive development in the market and a tool for increasing its market share. Formation of an effective marketing complex has a significant impact on the level of competitiveness of an economic entity and in the medium term can become the basis for achieving leadership positions in the market. The marketing complex is an important component of the overall strategy of the organization, aimed at increasing the level of its business activity and expanding its market position in the occupied market, as well as creating prerequisites for entering new markets. In this work, the authors' collective clarified the essence and content of the main structural elements of the corporate marketing complex, examined individual tools for implementing the marketing complex of Russian Railways in terms of introducing a new service product, and presented a description of the specifics of promoting a new product in the corporate marketing space.