Philosophical Comprehension of Marketing Management Transformation of a Company in the Process of Transition to a Networked Economy Cover Image

Філософське осмислення трансформації маркетингового менеджменту підприємства в умовах переходу до мережевої економіки
Philosophical Comprehension of Marketing Management Transformation of a Company in the Process of Transition to a Networked Economy

Author(s): Tamara Nemchenko, Volodymyr Lypchanskyi, Tatiyana Nemchenko
Subject(s): Economy, National Economy, Business Economy / Management, Micro-Economics, Socio-Economic Research
Published by: Центральноукраїнський національний технічний університет
Keywords: marketing management; marketing philosophy; marketing environment; network economics; marketing information support;

Summary/Abstract: Significant changes in macro, micro and internal marketing environment of a company in a networked economy necessitate further in-depth research of marketing management of the company as a philosophy of modern business management. The article focuses on the need to consider the category of "marketing management" as a concept with basic functions: planning, organization, motivation, control. This allows focusing on the mechanism of management decisions using basic elements of marketing complex as management tools. In the disclosure of the content and expression of "marketing management" as a production and marketing system that is in interaction and interdependence with objectively existing, real, constantly changing elements of market infrastructure in modern conditions, the use of ontological, epistemological, axiological, measurements in the philosophy of marketing management are applied. A comprehensive understanding of the essence of marketing management allows understanding the relationship between the behaviour of the company as a subject of market relations and marketing management in the company in accordance with business objectives of the organization, the structure of the macro, micro and internal environment. According to the selected basic dimensions of the philosophy of marketing management, the main principles of its organization remain the following: constant focus on differentiated consumer demand, constant adaptability and flexibility, constant focus on the future, continuous influence on the formation of target consumer demand, complexity of management, consumer and producer freedom, consumer education and information and consumer protection against irrational consumption. An integral feature of the content of marketing management of a modern company today is the use of specialized programmes such as Marketing, MarketingExpert, MarketingProject and others. Due to the changing challenges of the external environment, it has been established that digitalization of the process of product promotion from producer to consumer is an important condition for effective marketing management of the company and at the same time the condition of its financial and economic security in a competitive environment.

  • Issue Year: 2021
  • Issue No: 6 (39)
  • Page Range: 258-266
  • Page Count: 9
  • Language: Ukrainian