Features of a trade organization activity in the conditions of the modern economy

Abstract

The article examines the issue of market activity of companies with different vectors of strategic management. Special attention is paid to market policies, sales, market competition and opportunities to create market competitive advantages for business. The results of research on the analysis of the market behavior of companies are presented. Factors affecting various areas of activity are outlined. The most successful models of marketing response to the challenges of the surplus economy, especially in crisis conditions, are highlighted, which consist of four elements: an organizational strategy that determines the level of integration; strategy of communicative interaction of channel participants; strategy of business interaction; customer service strategy. Elaborated recommendations on strengthening the market activity of companies in the field of trade.