Özet:

The article determines the essence of the marketing potential of the company as a part of improving the efficiency of the company’s activity forming a united mechanismalong with industrial and financial subsystems. The components of the total potential of the company, the factors forming structure of the marketing potential of the company and the approaches to the evaluation of such a potential of the company are considered. It is determined that the marketing potential of the company integrates all the marketing resources, reserves and the possibility of their use, and the functioning as well asdevelopment of the system are subjected to the achievement of the main company’s goals. The differences in the interpretation of economic, market and marketing potential of the company are identified, although they are related to the subject of entrepreneurship, but they differ in their essence. The substantiation of the essence of marketing potential of the company, the development of an effective mechanism of its management with the possibility of evaluation will contribute to the maximum satisfaction of interests of information consumers’ groups, the formation of strategic directions of the activity, making management decisions at the micro level, the effective functioning in the internal and external markets.

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