THE STUDY OF CONTEMPORARY APPROACHES TO MARKETING MANAGEMENT

The article discusses approaches to improving management activities in the field of marketing of business structures operating at the modern market. As shown by the studies of management practices of economic entities, the actual issue is marketing management, because the market processes taking place in the modern economic reality, are dynamic, occur frequently, which requires rapid adaptation of previously planned marketing plans. The issues of finding ways to improve marketing practices are of particular interest to scientists, experts and marketing practitioners, because success of market activities of companies depends on the scientific validity and rationality of practical use of approaches in business practice. The aim of the work is to review the main approaches to improve management decisions in the field of marketing. The achievement of this goal is provided by the solution of a number of tasks, which involves the gradual identification of the approaches to marketing management of Russian companies presented in scientific works and the description of the author’s approach to this problem. A comprehensive management approach characterized by consistency is recognized as effective. The basis of the system approach is the integrated unity of management. It is possible to achieve unity and consistency of internal and external marketing situation for business based on a systematic approach in research. Internal and external analytical evaluation of the work allows developing two key areas: from the standpoint of interaction of the economic entity with various objects of the external environment of the market; from the position of internal interaction of subsystems and elements of the business structure. With a rational management position, it is necessary to search for permanent growth and development opportunities, new technologies and original effective solutions, which, of course, is associated with understanding of the scientifically sound and effective market models, involving complexity in implementation of management approaches.

economy, management, management approaches, economic entities, marketing, management, marketing management, marketing decisions, management decisions, market.

Sergienko E. S., Saprykina N. V., Sukovatova O. P. The study of contemporary approaches to marketing management // Business. Education. Law. 2018. No. 3 (44). P. 86–91. DOI: 10.25683/VOLBI.2018.44.343.