The objective of the article is to summarize theoretical and methodological approaches towards management of agricultural enterprise ensuring its effectiveness. The research is based on the generalization of the definitions of the categories ‘enterprise’ and ‘management’, the author’s definition of enterprise is provided. The article is focused on theories of economic growth and balance, the necessity of theory based on the forcasts of the the buyer`s price not the enterpreneur`s costs is substantiated. It is indicated that means of measuring economic information, including the determination of economic performance (productivity, profitability) are lacking consistency and accuracy, research methods have their drawbacks. Thus, the model of "input - output" does not take into account fluctuations in the performance of certain conditions. The study summarizes the theoretical principles concerning the content of categories: enterprise, management in the economy; reinterprets the essence of innovation in enterprise management, the use of measurement data, consistency and systematization of research management decisions. In the research the elements of scientific novelty are suggestions for the improvement of management functions due to the relevant economic indicators: motivation - sale prices, planning - sales income, organization - products prime cost, regulation - profit, control - profitability. It is proved that the efficiency of business management can be achieved by reaching a high level of profitability (over 150%), which ensures the reproduction of production, and continuous sustainable economic activity. A new approach towards forecasting is suggested, the method pressuposes consideration of the balance between production and sales and makes it possible to determine in advance the volume of sales in certain operating conditions of the market, depending on the number of producers and consumers. The practical importance of the article is the consulting of the managers, chief specialists of a company on where to start the analysis of business activities, giving priority not to production, as it was before but to its market. In practice it is crucial to comapre the enterprise to its competitors, due to the developed management system, and cosider the possible variants of managerial actions to be taken for achivement of strategic objectives. It is essential to develop enterprise management system based on the regulation of economic indicators such as sales volume, its price, costs, labor costs, characterizing its activities. Tabl.: 1. Refs.: 17.