Sales activity is an essential element of the unified management system of any modern business entity. At present, sales of products are no less important than the production component. It is worth noting that in certain industry segments, as well as industrial and manufacturing sectors, an effectively organized and implemented sales system forms about 70% of the success of all business activities. These circumstances are predetermined by the fact that such industrial enterprises are forced to operate in a highly competitive market environment. At present, thanks to the research of modern theoretical scientists and various specialists, the management of product sales has reached a completely different qualitative level of development of theoretical and methodological justification, as well as scientific and applied solutions. All this justifies and actualizes the high degree of significance and prospects of the selected subject area of scientific research. In the context of the latter, the content essence and conceptual tasks of the marketing activity of an economic entity were studied; the system of organization and promotion of sales of products in conditions of risk, instability and uncertainty at the endo - and Exo-levels is investigated; the features of the process of selling industrial products of the object of research are identified and analyzed. The scientific achievement was a carefully developed scientific and theoretical basis for the system of organization, functioning and promotion of sales activities of the object under study in conditions of risk, instability and uncertainty of the market environment. Author's scientific achievements (directions of realization of sales activity at the enterprise; principles of organization of the sales management system in modern market conditions; elements of sales planning; means of sales promotion; forms of sales in the organization of sales activities at the enterprise; methods for improving the efficiency of the sales network at the enterprise), presented in the content part of the study, have a high theoretical and utilitarian significance, the latter determines the possibility of applying developments in research, educational and applied fields of activity.

organization, management, sales activity, efficiency, competition, intermediaries, buyers, business environment

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