METHODOLOGICAL ASPECTS OF MARKETING MANAGEMENT OF THE FOREST ENTERPRISES BUSINESS ACTIVITIES

Marketing management of forest enterprises business activities is based on theoretical and methodological principles of marketing while the possibilities of its use as well as the characteristics of forestry marketing is taken into account. The prospective of marketing management of forest enterprises business activities can be spotted in two basic areas - in marketing planning and marketing decision-making. The paper analyses theoretical background of the forest enterprise marketing management and describes so-called integrated model of marketing planning. Moreover, the principles of use of different decision-making models in the process of strategic marketing management of the forest enterprise business activities are discussed.