Administering in Marketing Management of an Industrial Enterprise

The article considers administrative approach as a complex of universal actions, methods of impact on formalisation, regulation, control and provision of performance of planned goals of the marketing management of an industrial enterprise. The author provides results of the study of scientific and theoretical and practical approaches to the use of the administrative approach during formation of the structure of the marketing management of an enterprise, organisation and regulation of business processes, development and realisation of the strategy of marketing management of an industrial enterprise. The article reveals forms of administering and its role depending on levels of management of an enterprise (corporate, functional, instrumental). Combination of administrative and process approaches to marketing management of an enterprise allowed identification of methods of overcoming "chronic problems" of management by means of consecutive unification of actions, operations, stages, phases and cycles into a common process.