FEATURES OF MARKETING MANAGEMENT
DOI:
https://doi.org/10.34132/pard2025.29.07Keywords:
marketing, marketing management, marketing activities, management activities, stages of marketing management.Abstract
The article analyzes the features of marketing management as a complex of coordinated actions invested in achieving the goals of the institution by satisfying the needs of target markets; as a process that includes the analysis of market opportunities, the development of marketing strategies, planning and implementation of the marketing complex, as well as control and evaluation of results. The marketing management process is analyzed as one of the most important elements of the successful functioning of a modern institution. Since the interaction of the institution with all market entities that influence its development depends on the effective management and fulfillment of all requirements in a particular area. It is determined that marketing management as a process includes the analysis of the market situation, the definition of target markets, the development and implementation of a marketing strategy, as well as control over its implementation. The main task of marketing management in an institution is to meet customer needs and achieve the goals of the organization. Within the framework of this process, such aspects as: market research, segmentation, positioning, product development, pricing, promotion and distribution are considered. Effective marketing management allows an institution to adapt to changing market conditions, increase competitiveness and profitability. It is emphasized that the marketing management system for an institution is subject to the influence of many factors: political instability, unpredictable external environment, changes in competitive positions, etc. It is established that marketing management in an institution is mainly a managerial work, which consists of two important elements: planning and organization of marketing activities. It is proven that currently a large number of institutions and organizations are aware of the need for marketing approaches in their own organizational and managerial activities. In addition, in conditions of fierce competition and the ever-growing needs of society and citizens, it is very difficult to stay in the market without a clear and competent marketing plan. It is an integral part of the successful activities of a particular institution and plays one of the most important roles in its development and profitability.
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