Improvement of the marketing mix retailers

The Article is devoted to the issue of improving the management of marketing activities of enterprises of network retail. The purpose of the study was to develop a set of recommendations for improving the management of marketing activities of retail trade enterprises. Accordingly, the author presents a study of the marketing management system of the enterprise and its main elements, describes the key methods and tools used in strategic and tactical marketing planning; conducted comprehensive analysis of existing methods of organization of management of marketing activity, as well as analyze various types of organizational structures of marketing management; theoretical approaches to effective management control marketing activities in the retail enterprise network.