Strategic and operative marketing: whether harmonization of THE processes is possible?

Article is devoted to the problems of development of the model of interaction of the strategic and operative marketing capable to increase productivity of the marketing system functioning and the entire company. The analysis of essence of the processes of strategic and operative marketing has been presented; the conclusions have been made on the analysis of the number of approaches, and the key definitions of the marketing levels have been defined; the analysis of approaches to the marketing functions in terms of the theory and practice has been provided. Additionally, the author has systematized the approaches to studying of interaction of the levels of strategy and operations, thereby confirming the availability of gaps in the present field of researches. Besides, the generalized model of interaction of strategic and operative marketing has been provided; the prerequisites and the issues for the further researches have been formulated.

strategic marketing, tactical marketing, operative marketing, harmonization of processes, hierarchical analysis of marketing, marketing functions, model of harmonization of marketing processes, strategic process, operative process, problems of marketing management