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id: 27365
Title: Marketing management of enterprises and its tools
Authors: Dovhan Yu.
Keywords: marketing, management, enterprises, tools
Date of publication: 2022-01-10 14:16:21
Last changes: 2022-01-10 14:16:21
Year of publication: 2021
Summary: Mankind has long realized the importance of management as a special activity. As a branch of managerial knowledge, management began to form in the second half of the eighteenth century, and its development started in the early twentieth century in the era of industrialization and emergence of large-sized consumer resources and large-scale enterprises.
To distinguish marketing as an independent science in the management system, organizations required several historical stages of the management theory development. By the early 50’s of the twentieth century the enterprise management was based on the use of budget control methods in response to changes in the current market situation. Later, the emphasis shifted to long-term planning, i.e. management, which is based on the forecast of key performance indicators of enterprises obtained as a result of analysis over the past long period. In the 60’s of the twentieth century, the approach of strategic planning spread, when it is necessary to consider possible changes in the market (demand and competition) while developing planned indicators.
Modern systems of business management were formed as a result of the historical formation and development of management theory. Since the middle of the twentieth century, in the management theory and practice there have been widely spread marketing approaches and principles, according to which management of the enterprise should be based not only on the analysis and forecasting of market development and consumer needs, but the impact on them as well. The set of such approaches, principles, mechanisms and tools has become the basis for the formation of scientific concept of marketing management.
Publication type: Монографія (видана за кордоном)
Publication: Actual problems of modern science: monograph. Edited by Matiukh S., Skyba M., Musial J., Polishchuk O. Bydgoszcz, 2021. P. 246-254. DOI:
In the collections: Монографії/ Видання інших установ/
Published by: Адміністратор
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