Marketing in industries and spheres of business

Abstract

Purpose: the authors aim to clarify the criteria for the classification of marketing activities by industry and areas; to determine the types of marketing, based on industry characteristics. Discussion: nowadays the classification of industrial markets and spheres of business is not completely specified. The authors consider various approaches to the classification of industries: from the point of view of industry structure, taking into account the criterion of professional industry classification. The article also analyzes the approaches to the definition of industry varieties of marketing. It reveals that many authors do not spesify some industry forms of marketing, mainly from the service businesses. Results: the authors propose a classification of marketing according to industry based on the following criteria: the need of general principles reflection and marketing peculiarities in the industry or field of activity, heavy expences and high competition in the industry, the possibility of applying a common approach to marketing activities in the industry or sphere.