СУЧАСНА КОНЦЕПЦІЯ МАРКЕТИНГОВОГО УПРАВЛІННЯ ДІЯЛЬНІСТЮ ПІДПРИЄМСТВА

Abstract

Introduction. The article analyses the essence of marketing management of company activity as a scientific category through the theoretical analysis of the terms content. These terms determine it. They are presented in the works of foreign and Ukrainian authors. On the basis of the research it has been proved that universities need systematic development of consumers to improve their marketing and general increase of functioning efficiency on the market of educational services. Purpose. The article aims to develop the theoretical approaches and practical recommendations which concern the role and main tasks of marketing management of company activity. Method (methodology). The directions of improvement of higher educational institutions marketing management on the basis of consumers’ development have been determined. It has been done considering the method of systematic and structural analysis, method of causal and effect analysis, method of synthesis and argumentation. Result. The development of conceptual model of marketing management, as well as the author's definition of "marketing management" and "development of consumers" have become the results of research.