Maximization of market value of the ukrainian enterprises as effective instrument of management is by business
The problems of estimation of market potential of enterprise, his cost are considered. Research-and- development new going near a concept is a cost of enterprise. It is suggested to determine a cost not on the quantitative indexes of estimation of separate parameters, but on the basis of complex high-quality estimation of cost of enterprise, him image of in the environment of users, from position of their personal interest in acquisition of values, stopped up in descriptions of products.