Influence of Elements of Economic Security on the Efficiency of Innovation Management in the Marketing Activities of the Company

In the conditions of intensifying competition among manufacturers of industrial products, the risk of competition within the industry is high. Today, the company's economic results increasingly depend not on its production capabilities but on the ability to sell its products. Therefore, much attention is paid to marketing management technologies using tools for regulating relations with consumers, marketing communications and positioning, and evaluating the level of company development. At the same time, the questions remain open: How can sales expenses be reduced, and how can the efficiency of the company's marketing management subsystem be improved. The article aims to improve the elements of economic support and develop practical recommendations for increasing the efficiency of the company's marketing management. The theoretical and methodological basis of the work is a set of principles and methods of scientific research: the principle of systematization and theoretical generalization, methods of grouping and ranking. According to the goal, the task of substantiating the efficiency of the company's marketing activity management subsystem was set. In the process of research, the relationship between the manufactured and sold products as separate aspects of the company's activity was analyzed and determined; the place of sales costs in the total costs of the company's activities was checked, and the degree of payback of these costs was analyzed; new sales channels and areas of marketing activity in terms of sales promotion are proposed; an algorithm for determining the efficiency of costs in the company's sales channels is proposed, which, unlike the existing ones, allows to compare not only the overall efficiency of costs but also the efficiency of costs in the company's sales channels. Its essence consists of a comprehensive, consistent assessment of the company's spheres of activity expenses in each (separate) sales channel. The basis for the analysis was the scientific works of domestic scientists on the mentioned issues and the data of the authors' research. The scientific and practical novelty of the obtained results lies in the identification and substantiation of new opportunities for the company, as well as in the design of practical sales activities in the conditions of constant market changes and competition: the priority areas of the company's sales activities are proposed, and proposals are made to increase the efficiency of the company's marketing activity expenses.