Маркетинг-менеджмент: сутність, ознаки, характеристики та перспективи розвитку
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Файли
Дата
2019
Автори
Рзаєва, Т.Г.
Галачинська, Т.В.
Rzaeva, T.
Galachinska, T.
Назва журналу
Номер ISSN
Назва тому
Видавець
Хмельницький національний університет
Анотація
В статті розглянуто існуючі теоретичні підходи до розуміння суті маркетинг-менеджменту. Окреслено основні
ознаки, що формують розуміння поняття та обумовлюють його характеристики. Визначено площини досліджень та
окреслено їх спрямування у розрізі існуючих ознак. Визначено спрямування маркетинг-менеджменту як процесу.
Встановлено основні спрямування маркетинг-менеджменту як комплексу заходів.
The article deals with the existing theoretical approaches to understanding the essence of marketing management. Marketing management is a management activity. The purpose of the article is to study the essence of marketing management. Its features and characteristics are outlined. Its direction in the conditions of market economy is determined. Theoretical approaches to understanding the essence of the concept of marketing management are investigated. The basic features that form the understanding of the concept are outlined. The main characteristics that are formed on the basis of the concept are defined. The main features of the concept formation are: The research planes are defined and their direction is defined in the context of existing features. Activity system tool mechanism function, process, system of measures. Marketing management as an activity is related to planning, organization, control, audit. The process of formation and reproduction of demand for goods and services. Management of market activities on the principles of marketing. System, software-targeted mechanism of interaction of marketing tools. The direction of marketing management as a process is defined. Promotes adaptation of the enterprise to changes of the marketing environment. Management of structural units based on marketing is presented. Considered as a process to identify target markets. Designed to meet demand and supply in the commodity market. It is characterized by an increase in sales volumes, an increase in market share. The task is related to the production, promotion and marketing of products. The basic directions of marketing management as a set of measures are established. Complex of strategic and tactical measures. Providing lasting and comprehensive success for consumers. It is aimed at the profitability of the enterprise. Maximum profit is projected. Business conditions require the development of marketing management. Will increase sales volumes. Optimization of market structure and increase of part of the market. Will ensure profit growth.
The article deals with the existing theoretical approaches to understanding the essence of marketing management. Marketing management is a management activity. The purpose of the article is to study the essence of marketing management. Its features and characteristics are outlined. Its direction in the conditions of market economy is determined. Theoretical approaches to understanding the essence of the concept of marketing management are investigated. The basic features that form the understanding of the concept are outlined. The main characteristics that are formed on the basis of the concept are defined. The main features of the concept formation are: The research planes are defined and their direction is defined in the context of existing features. Activity system tool mechanism function, process, system of measures. Marketing management as an activity is related to planning, organization, control, audit. The process of formation and reproduction of demand for goods and services. Management of market activities on the principles of marketing. System, software-targeted mechanism of interaction of marketing tools. The direction of marketing management as a process is defined. Promotes adaptation of the enterprise to changes of the marketing environment. Management of structural units based on marketing is presented. Considered as a process to identify target markets. Designed to meet demand and supply in the commodity market. It is characterized by an increase in sales volumes, an increase in market share. The task is related to the production, promotion and marketing of products. The basic directions of marketing management as a set of measures are established. Complex of strategic and tactical measures. Providing lasting and comprehensive success for consumers. It is aimed at the profitability of the enterprise. Maximum profit is projected. Business conditions require the development of marketing management. Will increase sales volumes. Optimization of market structure and increase of part of the market. Will ensure profit growth.
Опис
Ключові слова
маркетинг-менеджмент, комплекс заходів, процес управління, попит на продукцію, структура ринку, збут продукції, marketing management, complex of measures, process of management, demand for products, market structure, sales of products
Бібліографічний опис
Рзаєва, Т.Г. Маркетинг-менеджмент: сутність, ознаки, характеристики та перспективи розвитку [Текст] / Т. Г. Рзаєва, Т. В. Галачинська // Вісник Хмельницького національного університету. Економічні науки. – 2019. – №5. – С. 191-194.