Theoretical and methodological aspects of the concept of “marketing management”

Abstract

The effectiveness of business entities in a dynamic economic environment depends on the use of key market tools, such as marketing management. Marketing management allows enterprises to monitor the marketing environment, ensuring the processes of preparation, adoption and implementation of the most appropriate management decisions and management of the effectiveness of the marketing management system. Despite the widespread use of the principles of marketing management in modern conditions of the market economy, there is no consensus among scientists regarding the interpretation of the meaning of this concept. Differences in the interpretation of the content of marketing management arise due to the need to develop methodological provisions that can provide a theoretical basis for clarifying the essence of this concept. This consists in clearly defining both its taxonomic characteristics and its place in the system of scientific concepts. It is appropriate to determine the theoretical aspects of marketing management, taking into account the complexity, variability and dynamism of the modern market environment. The lack of such tools and insufficient attention to monitoring the factors of the marketing environment, consumer needs, and relationships with other market entities hinders the development of the national economy of Ukraine. In view of the above, the article examines the conceptual and categorical apparatus in the marketing management research system. In this context, the theoretical content of the concepts of “marketing management”, “marketing management”, “marketing management” was clarified on the basis of developed and formed methodological principles.