Abstract:
The marketing program is that universal tool at the enterprise, which allows, on the
one hand, during its development, to analyze qualitatively a condition of the external
environment of the organization, and on the other hand, is a strategically important plan
for the enterprise. Because the marketing program is a strategic recommendation plan
concerning industrial-sales, scientific and technical activity of the firm for a certain
period, called to provide optimum variant of its future development in view of demands
of consumers. This work reveals the essence and concept of a marketing program,
analyzes the process of development and implementation of marketing programs to
improve the competitiveness of the enterprise, and develops recommendations for the
formation of a marketing program in international business.
