Парадигма стратегічного маркетингу

Abstract

Розглянуто три етапи еволюції маркетингового управління: “донауковий”; формування і розвитку концепцій управління маркетингом суб'єкта; формування і розвитку концепцій маркетингового управління суб'єктом. Визначено архітектури стратегічного маркетингу, яку пропонується визначати як побудову та логічне поєднання платформи та компонентів інфраструктури стратегічного маркетингу корпоративного, функціонального та процесного рівнів. Запропоновано концептуальну схему управління стратегічним маркетингом, що охоплює: архітектуру стратегічного маркетингу, ключові тенденції, предмет, об’єкт, принципи, імперативи, інструменти та категорії.

The three stages of the marketing management evolution have been considered: a “pre-scientific” stage, the stage of formation and development of concepts of managing a subject’s marketing and the stage of formation and development of concepts of managing the subject through marketing. In the research we present the author’s definition of marketing management. We give reasons for the existence of strategic marketing architecture which represents a formation and logical structuring of the platform and infrastructure constituents of strategic marketing at the corporate, functional and process levels. We offer a conceptual model of managing strategic marketing which spans the architecture of strategic marketing, key trends, the subject and object, principles, imperatives, instruments and categories. In the research we give an outline of the concept of strategic marketing management which, in author’s opinion, represents a scientifically grounded project of a company which is based on making motivated strategic marketing decisions. Such decisions secure an optimal architecture of strategic marketing, an adaptive marketing set of strategic tools and the resilience of a company in terms of strategic marketing. The following constituents of the integrated system of managing strategic marketing sustainability are proposed to be defined: the system of managing strategic marketing changes and the system of managing the implementation of marketing strategies. Instruments of the concept of strategic marketing management are considered in the context of the four main problem and functional units of the marketing mix: product, price, distribution and communications. Each sub mix includes an independent set of actions the implementation of which shapes the policy in the sphere of strategic marketing.