Synergic approach in marketing potential management of the enterprise

Abstract

The authors substantiate that it is necessary to define the formation of a synergistic effect of the interaction of marketing potential elements in conditions of the environment and international integration dynamism as a strategic aspect of enterprise management, an instrument of competitive struggle and to emphasize its substantiation in strategic and tactical planning. It is proved that it is expedient to carry out synergistic effect of marketing potential elements interaction classification on a functional basis and positioning of the marketing potential itself in the structure of the company's aggregate potential in order to identify them. It is stated that the success of the enterprise activity, its position on the market and the possibility of development in the future is determined by the correctness of the formation and the strength of the relationship between the elements of marketing and aggregate potential.