Perspective directions for improving the management activities of a trading organization

The article deals with the main problems of the rational organization of the management activities of a trade organization. The expediency of introducing elements of social marketing and other institutional forms of social responsibility of business into the economic practice of trading companies in order to increase economic efficiency is substantiated. It is shown that regular monitoring of the consumer market, the design of a flexible internal structure of the organization and the use of state support measures contribute to the accelerated adaptation of business to the external challenges of the era.