STRATEGIC MARKETING MANAGEMENT: ESSENCE AND PECULIARITIES

The emergence of strategic marketing was the result of the evolution of the marketing concept. The article is devoted to the analysis of the essence and peculiarities of strategic marketing of companies in the framework of market management. The essence of the “strategic marketing” concept on the basis of scientific approaches analysis concerning its content by foreign and local authors is revealed in this paper. The existing definitions reflect different scientists' vision of its role and content in the modern organization. Most conceptual approaches used a simplified way of interpreting strategic marketing, equating it with the formation of a marketing strategy. The main differences between strategic marketing and marketing strategy were identified. An epistemological analysis of the authors' interpretations of the essence of the definition of “strategic marketing” has allowed identifying the main essential characteristics of it: long-term orientation; dynamic external and internal environment; competitive market; mutual partnership between all market participants; adaptability and flexibility to changing market conditions; marketing strategy is the basis for planning activities. The author's definition of the “strategic marketing” term takes into account: the strategic marketing and strategic management dependence; the role in competitive advantages formation; reaching marketing and financial goals of the organization. Strategic marketing consists of a set of actionable and evaluated phases that together ultimately contributes to the performance of the company: planning, implementation and evaluation phase. The article highlights the variety of methods and tools of strategic marketing management to achieve the goal of each stage successfully. The article discusses the role of strategic marketing as the dominant element responsible for the profitability of the organization.