Modern trends in the management of marketing activities of the production enterprise

Current trends in the management of marketing activities of an enterprise engaged in the production of confectionery products are considered. The importance of marketing activity in the current economic conditions of a manufacturing enterprise is justified by the example of TAKF Confectionery Company OJSC. The strategy of resuming active interaction with both existing and “new” consumers - CRM technology - has been studied. The necessity of introducing CRM in the management of a manufacturing enterprise has been identified, which will expand the customer base, find out the needs of consumers and adjust the range. It is emphasized that the use of this concept involves the use of modern management and information technology methods for collecting and storing information about customers of TAKF Confectionery Company OJSC at all stages of the life cycle. It is concluded that the information collected will help the enterprise management make management decisions to build relationships with customers at the most attractive level.