SCENARIOS OF COMPANY’S MARKETING MANAGEMENT DEVELOPMENT

DOI: 10.31673/2415-8089.2023.040606

Abstract

Marketing management is a complex approach to company administration in the conditions of changeable external and internal environments for the achievement of structured goals and tasks. This approach covers various business processes of a company and its modification depends on company’s activity scope, strategic goal, its specific and size. It determined a significant number of types and variations of marketing management on business practice.
To distinguish basic scenarios of company’s marketing management development the author applied hierarchical and facet methods of objects systematization. The hierarchical method is defined a sequential division of sets of objects into subsets that gradually creates a unified system where all elements are interconnected and have a branched structure from general to specific ones. The facet method is characterized by a parallel division of objects into separate groups or facets. Simultaneous use of these two systematization methods enables to distinguish basic scenarios of company’s marketing management development, where at the top detalization levels the hierarchical method is realized, and at the bottom levels – the facet method.
At the stage of analyzing marketing management variations were distinguished economic, marketing and management approaches to administration of companies in different branches. These approaches combine fourteen criteria and correlate with the directions of studies, which determined appearance of marketing management.
The economic approach includes four systematization criteria: by initiator of marketing management implementation, by object, by coverage and by targeting. The marketing approach includes four systematization criteria: by activity specific, by scope, by application level and by stage of life cycle. The management approach includes six systematization criteria: by the way of realization, by ethics, by influence method, by intensity, by development style and by term of realization. Each of above mentioned categories is divided into components that forms the third system level.
The proposed hierarchic-facet system of basic scenarios will give companies the opportunities: 1) to perform a complex diagnostic of their marketing management state; 2) to evaluate variants of development of each separate object; 3) to define developmental prospects of different scenarios; 4) to implement optimal variant (modification) of marketing management into business processes.

Key words: marketing, management, a company, a business process, marketing management, scenarios of development, management approach.

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