Özet:

The article is dedicated to the study of systematic approach manifestations in management, in particular, in the marketing management of the enterprise. The authors reveal the essence, peculiarities and advantages of applying a systemic approach in marketing management and management of marketing department of the enterprise. For this purpose, the marketing department in the organization is described as a system and its main components are defined. The study found that the implementation of a systematic approach in marketing management and management of marketing department can be implemented through the formalization and debugging of relevant business processes. The authors analyse the approaches to the definition of the concept of "business process", describe the structure and identify the main components of business processes in marketing management and management of marketing department of the enterprise. Leaning on the classical sequence of stages of marketing activity of the enterprise, the authors constructed a scheme for mapping the main business processes in the management of marketing and the activities of the marketing department at the enterprise. The research of business processes in the marketing management, which reflect the main stages of marketing activity and their clear understanding, allows us to identify weaknesses in the organization of the marketing activity at the enterprise, to plan, allocate and use resources more efficiently, and also provides the opportunity to implement long-term planning and effective business scaling. To do this, in the paper proposed a description of the main ways of formalizing (describing) business processes such as text, tabular and graphical. The features of application of each of the described methods of business process formalization, as well as their advantages and disadvantages are highlighted and described. The authors analysed in detail the advantages of using business processes in the management of the marketing activity, as well as identify the symptoms that indicate the need to improve the business processes of marketing management / activities of the company. Also, in this paper the authors identify and analyse the main methods of improving business processes in the marketing management of the enterprise.

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