Marketing management methodology

Abstract

Purpose: the article deals with the research of the essence and content of marketing management of a company, systematization of the principles and methods of marketing. Discussion: the conceptual change of the essence of marketing and its role in business management is noted in the works of foreign and Russian scientists. Marketing management is recognized as an actual concept, however there is no unity of views about its essence as well as its content in the scientific community and in practical management. The authors explore the issues of formation and development of the concept of marketing management; analyze the essence of marketing management, attempt to do a meaningful analysis of its methodology. Results: the authors present the definition of the term «marketing management», systematize the principles and the content of the modern marketing process, highlight the main methods of marketing process realization.