Problems and prospects of the development of modern marketing management

Abstract

Importance. The development of digital technologies makes business to be more transparent and mainly changes the influence of marketing over brands and companies stability. The scope of the growing number of business components, which influence the customer involvement, becomes the base of constant development of marketing instruments and methods of marketing control. Objectives – to search for the ways of the development of marketing activity control in the dynamically changing contemporary situation. Methods. Management methods, methods of strategic marketing, multipurpose project methods, scientific methods of the study (observation, hypothesis formulation, hypothesis verification) and others. Conclusions and Relevance. The author identified the main problems and perspectives of the development of modern marketing control. On the bases of formulated basic principle of marketing control the article contains the discussion of the instruments, which aim to speed and virtualize the processes of management. On the one hand, the proposed principle of the modern marketing management turns to be a reliable orienting point for identifying advanced technologies and identifying sustainable trends in the development of marketing management methodology. On the other hand, it opens the perspectives of intentional development of methodology in each topical area, in terms of measuring the processes of developing creative delivery of personalized content, monitoring the marketing environment and positioning managed products, brands, the reputation of companies and the business as a whole. The prospects of improvement modern marketing control are related to the quality of data analysis, oriented on quick errors identification in order to learn a lesson, with conscious experimentation new solutions search, with how to compare data with specific results and their re-evaluation, with constant improvement based on feedback.