Open AccessMODERN MARKETING MANAGEMENT OF ENTREPRENEURSHIP
Author(s) -
Lyubov Striy
Publication year - 2021
Publication title -
ìnfrastruktura rinku
Language(s) - English
Resource type - Journals
ISSN - 2519-2868
DOI - 10.32843/infrastruct57-5
Subject(s) - marketing management , marketing , business , marketing strategy , marketing research , return on marketing investment , relationship marketing , digital marketing , knowledge management , computer science
The article examines the modern conditions and directions of development of marketing management of entrepreneurial activity. It is proved that in recent years, measures have been taken to improve the functional organizational structure of management and increase the efficiency of using modern marketing management tools to ensure a competitive advantage. The main evolutionary stages of development and formation of marketing management are revealed. The essence of the concept of “marketing management” is determined according to four conceptual approaches. The main evolutionary stages of development and formation of marketing management are formulated. It has been established that the organizational forms of marketing management due to changes in the tasks and functions they perform, the emergence of innovative methods of economic management and the evolution of the market have changed significantly. The diagram of the evolution of marketing management is presented. Five stages of the evolution of organizational forms of marketing management are allocated. It has been proven that marketing management allows the implementation of all marketing activities to be coordinated with a common management system, which makes it possible to organically merge marketing and management.