The article studies the theoretical and practical principles of shaping an enterprise's marketing policy in the context of modern economic, informational and social challenges. It is demonstrated that enterprises seeking to enhance their competitiveness must not only produce goods but also correctly identify target markets, formulate marketing strategies, and integrate marketing tools into the overall system of strategic management. The paper summarizes leading scholars’ approaches to interpreting the essence of marketing policy and its structural elements while also presenting a classification of marketing concepts, including the selling concept, product concept, traditional marketing concept, societal marketing concept, relationship marketing, and holistic marketing. It is argued that the holistic marketing concept meets modern requirements best, as it integrates all elements of the marketing mix and emphasizes the importance of building and managing relationships among market participants.

Special attention is given to analyzing the structural components of an enterprise's marketing policy, including target market selection, product policy, pricing policy, distribution policy, and communication policy. This study also explores methodological approaches to setting pricing objectives, selecting distribution channels, forming product assortment policies, and designing communication programs. It is emphasized that effective management of the enterprise's marketing policy is essential for creating a positive corporate image, increasing customer satisfaction, strengthening competitive positions, and achieving strategic financial outcomes. The research findings can be applied in the practical activities of enterprises and serve as a foundation for further scientific research in marketing management, particularly in the context of digital transformation, globalization, and the uncertainty of the business environment.