Semantic Analysis of the "Marketing Strategy of a Company" Category

The article analyses main definitions of the "marketing" and "strategic marketing" notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target destination of the marketing strategy. It justifies the key role of the marketing strategy as a main part of strategic planning of company activity in short-term and long-term prospects, which should be based on the potential of the product in individual markets and the aggregate organisational system of a company.