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Abstract
In practice, a systematic approach is needed that allows you to combine the assessment and further changes in marketing activities. Such an approach should take into account the adoption of managerial decisions regarding improving the efficiency of marketing based on a system of assessment indicators, both marketing activities and the business as a whole, and provide for a program of coordinated changes in business and marketing, which allows to improve these indicators. taking into account the characteristics of the external environment and the resource potential of the enterprise. The result of using this approach is a more efficient state of marketing and business systems, ensuring their interconnection and coordination, taking into account market conditions. The development and implementation of a systematic approach contributes to the application of the theory and methodology of change management in the context of increasing the effectiveness of marketing activities.
Highlights
We proposed a research system in the sequence of marketing-management, and vice versa, management-marketing
The category "marketing-management" is often replaced by the concept of marketing management, and "management-marketing" - marketing management. This leads to the fact that, due to the complexity of combinations of individual concepts, it is difficult to understand the essence and content of the categories "marketing management" or "marketing management"
Marketing management is a broader concept that is considered in the communication system of an enterprise, focused on the efficient use of resources and its sustainable development within a single motivational field of subjects of market relations
Summary
METHODOLOGY FOR DEVELOPING MECHANISMS AND TOOLS IN THE MARKETING MANAGEMENT SYSTEM Cinara Kocarieva Cinara Kocarieva. (2020) Methodology for Developing Mechanisms and Tools in the Marketing Management System. METHODOLOGY FOR DEVELOPING MECHANISMS AND TOOLS IN THE MARKETING MANAGEMENT SYSTEM Cinara Kocarieva Cinara Kocarieva. International Journal of Innovative Technologies in Economy. METHODOLOGY FOR DEVELOPING MECHANISMS AND TOOLS IN THE MARKETING MANAGEMENT SYSTEM
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