Trajectory of marketing function ‒ from traditions to innovations
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Дата
2018
Автори
Putsenteilo, P.R.
Nyanko, V.M.
Karpenko, V.L.
Назва журналу
Номер ISSN
Назва тому
Видавець
Анотація
Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to
substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness
of products.
Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as
analytical, monographic, dialectic methods.
Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development of marketing
support is a sophisticated dialectical process of interaction between factors from the external environment and the targeted influence of
drivers associated with the production of competitive products that satisfy certain market needs. We have reviewed and substantiated the
essence, objectives, basic tools and principles of marketing function. We have developed and scientifically substantiated organizational
components in the innovative marketing at enterprises based on ensuring the coordinated interaction between their innovation and
marketing activities. The essence, content, and principles of the term "innovative marketing" have been defined. We propose a classification
of varieties of innovative marketing depending on their functional belonging.
Practical implications. Results of the study can be used in the development of proposals related to the effective formation and application of
marketing at an enterprise.
Originality/Value. We have devised a classification of the marketing function at an enterprise. The basic principles of marketing function have been substantiated. We have defined the methodological
provisions for studying the marketing function at an enterprise.
The essence, content, and structure of innovative marketing have
been determined as an important and integral component of
conducting an economic activity by an enterprise, which implies
the creation of a fundamentally new product (good, technology,
service); the application of innovative marketing has been
emphasized for improving business processes at an enterprise.
Research limitations/Future research. The task is to develop an
effective mechanism for the efficient functioning of marketing
under different situational and market-led fluctuations under
conditions of market volatility.
Опис
Ключові слова
marketing support, marketing environment, enterprise management, market research, innovative marketing
Бібліографічний опис
Karpenko V. L. Trajectory of marketing function – from traditions to innovations / P. R. Petsenteilo, V. M. Nyanko, V. L. Karpenko // European Journal of Management Issues. – 2018. – № 26(3–4). – P.103-113. – Режим доступу: https://bit.ly/3vcn44T.