Trajectory of marketing function ‒ from traditions to innovations

Скорочена інформація про документ
dc.contributor.authorPutsenteilo, P.R.
dc.contributor.authorNyanko, V.M.
dc.contributor.authorKarpenko, V.L.
dc.date.accessioned2023-10-14T08:25:05Z
dc.date.available2023-10-14T08:25:05Z
dc.date.issued2018
dc.description.abstractPurpose – 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.
dc.identifier.citationKarpenko 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.
dc.identifier.urihttps://elar.khmnu.edu.ua/handle/123456789/14587
dc.language.isoen
dc.subjectmarketing support
dc.subjectmarketing environment
dc.subjectenterprise management
dc.subjectmarket research
dc.subjectinnovative marketing
dc.titleTrajectory of marketing function ‒ from traditions to innovations
dc.typeСтаття
Файли
Контейнер файлів
Зараз показуємо 1 - 1 з 1
Ескіз
Назва:
Trajectory of marketing function – from traditions to innovations.pdf
Розмір:
548.9 KB
Формат:
Adobe Portable Document Format
Завантажити
Ліцензійна угода
Зараз показуємо 1 - 1 з 1
Назва:
license.txt
Розмір:
4.26 KB
Формат:
Item-specific license agreed upon to submission
Опис:
Завантажити
Зібрання
Кафедра маркетингу