Будь ласка, використовуйте цей ідентифікатор, щоб цитувати або посилатися на цей матеріал: http://dspace.wunu.edu.ua/handle/316497/35808
Назва: Trajectory of marketing function ‒ from traditions to innovations
Автори: Putsenteilo, Petro
Nyanko, Vitalii
Karpenko, Vitalii
Ключові слова: marketing support; marketing environment; enterprise management; market research; innovative marketing
Дата публікації: 25-гру-2018
Видавництво: European Journal of Management Issues
Бібліографічний опис: Putsenteilo P.R., Nyanko V.M., Karpenko V.L. Trajectory of marketing function ‒ from traditions to innovations. European Journal of Management Issues. 2018. 26 (3-4). URL: https://mi-dnu.dp.ua/index.php/MI/article/view/196/220
Короткий огляд (реферат): 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. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods. 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. Results of the study can be used in the development of proposals related to the effective formation and application of marketing at an enterprise. 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. 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.
URI (Уніфікований ідентифікатор ресурсу): http://dspace.tneu.edu.ua/handle/316497/35808
ISSN: 2519-8564
Розташовується у зібраннях:Статті

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