Abstract
<jats:p>The article is devoted to the development of a theoretical and methodological approach to diagnosing the organizational and innovation support of an enterprise’s marketing management system under conditions of a dynamic and highly competitive market environment. The study substantiates the necessity of considering marketing management not as a set of isolated functions but as an integrated subsystem of enterprise management whose effectiveness depends on the coherence of its structural, process, informational-analytical, and motivational components. The concept of organizational and innovation support is specified and interpreted as a set of managerial conditions that ensure the proper organization of marketing activities, internal consistency of processes, availability of relevant information, and the ability of the system to adapt and continuously evolve. Particular attention is paid to the role of innovation as a cross-cutting characteristic of the marketing system, which manifests itself in the ability to implement new tools, approaches, and solutions. A methodological approach to diagnostics is proposed based on a three-level model, which includes the foundational level (organizational and process characteristics), the activity level (innovation capacity of the system), and the result level (performance indicators). The study identifies key evaluation criteria for each component and proposes a step-by-step diagnostic procedure, including the definition of indicators, data sources, evaluation scales, and interpretation of results. The practical significance of the proposed approach lies in its applicability as an analytical tool for improving the quality and substantiation of managerial decisions in marketing, identifying internal constraints of the system, and determining priority directions for the development of the enterprise’s marketing management system. The proposed approach also creates a basis for further empirical research and practical implementation at enterprises of different industries, contributing to the enhancement of adaptability and long-term competitiveness in rapidly changing market conditions.</jats:p>