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Dmytro Kobets

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Тип публікації: Book chapter

Evolution Of Scientific Interest To The Strigisasiation Of Marketing And Management Activity

Marketing becomes an integral part of the research of channels of communication with clients, analysis of storage and shipment systems, as well as organization of storage and management of the existing stock of the organization. Modern marketing has considerably declined from the past and has undergone radical changes in recent years. At present, there are heated scientific discussions about the essence of the concept of «marketing strategy». The most controversial issue is to define the limits of what can be considered a marketing strategy, and what tactics, and most researchers determine this issue through specific marketing tools. Strategic management is one of the most visible and actual directions in the field of management. It is a combination of management actions, which allow the company's managers to maintain it in accordance with the environment and on the right path of development, thus ensuring that its goals and mission are achieved. In the article the research of views of different scientists concerning definition of terms «marketing activity, «strategic marketing» and «strategic management» has been carried out. The number of scientific publications in the main scientific repositions of the world has been analyzed and there is a significant difference in the number of publications of western scientists and the number of publications of scientists from the countries of the post-soviet space. Having considered this process in dynamics for the last 10 years, came to conclusions, that academic interest, has grown and continues to grow, as the material constantly accumulates, specific data at enterprises that respond to external challenges with marketing tools. There is a natural process for any scientific theory – something is specified, some provisions are being simplified, some are expanding or even appear again.