DIPLOMA Marketing management at an industrial enterprise.

Introduction
Chapter 1. Marketing management at the present stage
1.1 Development of the marketing concept and marketing management system ……… .............. 6
1.2 Marketing development in Russia ………… .. ……………………………………………. …… .21
1.3 Features of the marketing management system in B2B markets ……………………… ..24

Chapter 2 Analysis of the management system of Ocher Group
2.1. Analysis of the existing management system ………………………… ... …………………… .32
2.2. Description of the market situation ……………………………………………… .. ……………… ..36
2.3. Problem analysis of the internal environment. ………………………… .. ………………. ………… 40
2.4. Analysis of the competitive environment ………………………………………………… .. …………… .43

Chapter 3. Development of proposals for the organization of the marketing management system of the company
Goals of transformations, prerequisites and obstacles to the organization of marketing management ... ..67
Corporate level reorganization proposals …………………………………………… 70
Proposals for the reorganization of the company at the business level …………….… ... ………………… ..… 79
Development of proposals for organizing the marketing management system of the company at the functional level ………………………………………………………………………………
Conclusion ……………………………. ……………………………………………. ……………… .92
Applications:
Appendix 1 Development of the marketing concept and business orientations of companies ………… ...…… 94
Appendix 2 Scenario for conducting interviews ……………………………………………………………………………………………… .96
Appendix 2 Company structure ………………………………………………… .... ……………………………. ……. ……… ... 97
Appendix 3 The proposed structure of marketing management of the company ......................
Appendix 4 General scheme of marketing activities of the company …… .. ……… ...…. …… .99
List of used literature ……………………………………………… ..… .. …………………………………… ..… 100