MARKETING APPROACH TO MANAGEMENT: THEORETICAL PRINCIPLES AND INTERNATIONAL PRACTICE
DOI:
https://doi.org/10.34132/mspc2025.02.13.19Keywords:
marketing approach, market orientation, strategic planning, demand management, competitiveness, international practice, organizational structure.Abstract
The theses consider the key principles of the marketing approach, in particular market orientation, target audience analysis, strategic planning, research and development, demand management. The practical aspects of implementing marketing strategies in different countries are highlighted, in particular examples from European, American and Chinese business practice. Recommendations are considered for improving the management structure and adapting marketing tools in the context of globalization and digitalization.
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