Marketing: sphere of application and necessity of control

Abstract

Despite the fact that marketing tools and methodology is actively used by almost every Russian entity, the comprehension and value of marketing is still unclear. As a result, this comprehension leads to evening-out of marketing tools in an average Russian entity and cutting marketing budgets off as soon as company has any financial problems. To avoid this, it is necessary to distinguish what is included in the marketing activities and what are the forthcoming results of these activities.