Abstract
The material presented in the publication is the result of many years of research and practical consulting and teaching activities in the field of design and application of modern principles and methods of marketing, in particular, strategic plans and strategies. The manual analyzes the evolution of concepts and the role of marketing in the management of the company. Special attention is paid to the two concepts of marketing proposed by the author: the concept of orientation business and service marketing on the product as the main source of income and the concept of business and marketing in customer orientation, performing the role of the main source of income of the firm. The book reveals the methods, models and methods of designing marketing strategies and marketing plan, taking into account the selected business orientation, acquired in practical consulting activities. The manual can be recommended to students in the study of General theoretical management disciplines "Fundamentals of management", "Marketing", as well as undergraduates and specialists in the field of management in the study of applied courses on the design of General corporate and marketing strategies.
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