Trajectory of marketing function - from traditions to innovations

Abstract: Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness of products. Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods. Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development of marketing support is a sophisticated dialectical process of interaction between factors from the external environment and the targeted influence of drivers associated with the production of competitive products that satisfy certain market needs. We have reviewed and substantiated the essence, objectives, basic tools and principles of marketing function. We have developed and scientifically substantiat

Object Details

• Alternative title: Траєкторія руху маркетингу - від традицій до інновацій
• Location: Deutsche Nationalbibliothek Frankfurt am Main
• Extent: Online-Ressource
• Language: Englisch
• Notes: Veröffentlichungsversion ; begutachtet (peer reviewed) ; In: European Journal of Management Issues ; 26 (2018) 3-4 ; 103-113

Contributors, Places and Time

• Event: Veröffentlichung
• (where): Mannheim
• (when): 2018
• Creator: Putsenteilo, Petro Romanovych ; Nyanko, Vitalii Mykolaiovych ; Karpenko, Vitalii Leonidovych

Further information

• DOI: 10.15421/191811
• URN: urn:nbn:de:101:1-2019103006051530195003
• Rights: Open Access; Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
• Last update: 15.08.2025, 7:26 AM CEST