Scientific Approaches to Defining the Essence of Marketing Management

Scientific Approaches to Defining the Essence of Marketing Management

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The author classifies conceptual approaches WHISTLES to defining the essence of marketing management and the trends of their development.It is established that marketing management is an innovative approach to the organization management in a changing environment to achieve its goals in accordance with the strategic objective that meets ethical norms accepted in society and allows to get the maximum effect.The conducted research makes it possible to advance and prove the hypothesis that practicing different approaches to the essence of marketing management depends on a set of attributes or features inherent to definite companies during this or that period of time.A set of 38 fundamental attributes of marketing management has been formed.The proposed classification system of marketing management attributes is grouped into three blocks depending on application of Rattles general or specific criteria.

The first economic group is defined as the attributes that determine the economic and, in particular, the financial effectiveness of a company.The second management attribute group includes organization, management, decision-making speed, control, manageability, conservatism, motivation, structuring, sustainability, planning, coordination, hierarchy, and organizational efficiency.The third marketing attribute group includes targeting, image, openness, competitiveness, adaptability, loyalty, innovation, interaction, communication, positioning, ethics, activity, flexibility, prestige, and commercial performance.