FORMS OF MARKETING MANAGEMENT IMPLEMENTATION AT THE ENTERPRISE
Journal Title: Інноваційна економіка - Year 2017, Vol 68, Issue 3
Abstract
Purpose. The purpose of the article is creating methodological guidelines and a practical recommendation on choosing efficient forms of implementation of the enterprise marketing management in modern conditions. Methodology of research. In the course of the research six main hypotheses of a company marketing management were formulated: 1) the company operates in an environment with limited resources; 2) marketing management contains a number of items that are associated with each other and form a certain integrity; 3) the company operates in a society where individuals are trying to get a reward; 4) marketing management includes a set of dynamic targets and aims to achieve the strategic goal of optimal allocation of resources required for each of them; 5) marketing management best achieves its objectives by organizing free and competitive exchange between all parties on the principle of individual freedom;6) strategic decisions are made in the marketing management entities with public authority after collective discussion. Based on these hypotheses were created the criterion of potential marketing management implementation within enterprise and a classification of sixteen types of marketing management was developed. Findings. It was established that marketing management is an innovative approach to the organization management in a changing environment to achieve its goals in accordance with the strategic objective that meets ethical norms accepted in society and allows you to get the maximum effect. The proposed classification system of marketing management was grouped into four blocks depending on application of general or specific criteria. To the general economic approach refer initiator system implementation, an object, a territorial scope and the nature of the impact. To marketing: the penetration of marketing management into the organization, a scope, a level of use and marketing management life cycle. To managerial one, an implementation style, ethics, methods of exposure, the intensity of activity and means of implementing due dates deadlines. To dialectic: the quality of transformation of knowledge in marketing management and a gradual evolution of development. Originality. Based on the theory of survival, Pareto optimality, individual choice, K. Arrow’s theorem and A. Smith’s doctrines was created the criterion of potential marketing management implementation within the enterprise, depending on the available resources of the organization, the number of elements of the marketing management, a quantity marketing management objectives, the level of individual freedom, the number of management decisions and agility. Practical value. There were formed sixteen marketing management classification systems that can be used as the criteria of implementation of marketing management in a particular company.
Authors and Affiliations
Iryna Kovshova
Keywords
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