В организации эффективной рекламной кампании важную роль играет выбранная концепция продвижения. В материале предложено развитие понятий и эволюции концепции...

General principles of marketing -- Marketing planning and marketing research -- Marketing goals -- Marketing strategy -- Marketing instruments -- Development of a cohesive marketing concept -- Marketing controlling -- Marketing organization.

Application of marketing in tourism, creates a clearer view into the actual state of development of tourism offers and the effects in tourism, especially emphasizing the elements of the marketing, such as promotion and distribution of tourist products The purpose of using marketing concept in...

Establishing the validity and measurement equivalence of core marketing concepts in the emerging market economies of Africa is a key step in assessing the transferability of modern marketing theory and managerial practice to these countries. However, measurement equivalence issues are rarely...

There is limited understanding of how businesses, particularly in a global context, activate the marketing concept in order to become market‐driven. A study was conducted to delineate the activation process in an international setting, and some of the facilitating and impeding factors....

В статье рассматривается понятие оптимальности при использовании компанией методов управления цепями поставок, направленных на достижение конкурентного...

Focuses on the relevance and significance to marketing of the new management technique of business process re‐engineering. Current criticisms of marketing′s contribution to contemporary management are reviewed, with specific examination of the suggestion that the marketing profession has not...

Considers the position of the marketing function in the overall operation of large companies in the UK. Suggests that there is a general perception that marketing has lost ground in comparison with other business disciplines. Concludes that there is a need for the marketing profession to...