Tools for the formation of the product policy of the enterprise

Abstract

The research examines the issue of conducting marketing research and developing a product policy at the enterprise. The general provisions of the marketing policy of the product were studied, the types of marketing tools and their place in the enterprise management system were determined, as well as methodological approaches to strategic marketing planning for modifying the range of products. It is noted that rapid technological development and digitization create new tools for further research into this issue.