One of the reasons for the protracted crisis of industrial enterprises in Russia is the underestimation of the role of marketing in their recovery and development. The role of marketing in the process of development of enterprises can be revealed through its private strategy of diversification of production. It is the marketing task to diagnose the economic efficiency of the diversification project and the prospects for further development of the enterprise. Determination of economic estimation of the role of marketing in organization of the process of diversification of production as one of the conditions of stability of enterprise and its progressive development as well as elaboration of recommendations on organization of the given activity is the actual question. The marketing directions of organization of production diversification which will allow estimating perspective consequences of diversification and ways of further economic development of the enterprise are offered in the work. The choice of the diversification idea by the marketing system of the enterprise, realization of a complex of measures on production and realization of the produced new products, and also an estimation of economic efficiency of the diversification project are the basic conditions of stability of functioning of the enterprise and its progressive development.
For successful functioning of marketing processes, it is necessary to have sufficient volume of timely information on external and internal environment of the enterprise, which allows reducing sharply the share of risk and making the most rational managerial decisions in the sphere of marketing activity. A special place in functioning of the system of marketing at the enterprise is occupied by activity on collection and analysis of information about external environment of the firm, called marketing intelligence, which determines validity (reliability) of collected marketing information, reliability of sources of this information, as well as what minimum quantity of information is required to solve the problem with the required level of reliability, the unit of measurement of marketing information can be a message. For a numerical description of the flows and arrays of messages the author proposes to use the entropy index. Entropy is equal to zero when all publications are concentrated in one source, and grows as the number of sources grows.
Humans play a central role in the shaping and development of the Internet. What is typical of a person in the Internet environment? Is there a specific trait by which one can distinguish a person of the Internet world from a person who does not live in this world? Is it possible to find common ground between these people? It would be interesting to answer the following question: what awaits us in the case of total “migration” to the Internet? A person of the Internet world has no substance without encounters with the network. He walks around the world and builds the world with the click of a mouse. Through his interaction, man changes the world, the changed world, in turn, changes him, and these changes again provoke a change in the world. Man builds up space and time in front of him by button interaction, i.e. space and time are linked into wholeness, structured through human communications. The whole plays a predominant role in the formation of a system of any nature. Wholeness is always communicative; it is achieved through communications. Consequently, different opportunities for communication can produce different spatial and temporal wholes. A person of the Internet world (as a person who reads and a person who writes) is a particular case of a “communicating person” in a holistic space-time world. The Internet makes us understand this and rethink the emergence of new possibilities for communication in the form of new speeds.
