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Journal: Herald of Kyiv National University of Trade and Economics (Vol.99, No. 1)

Publication Date:

Authors : ; ;

Page : 46-56

Keywords : strategic marketing; strategic marketing functions; principles of strategic marketing; marketing research; marketing strategy.;

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Background. The proposed scientific paper is devoted to solving urgent scientific problems of the theoretical and applied basis of strategic marketing in terms of economic transformation. The problem is investigated on the basis of comparative analysis of leading researchers in the field of strategic marketing. Analysis of recent research and publications in this area shows that the scientific debate was going on about the nature of strategic marketing. This still failed to clearly identify the functions and principles of strategic marketing, creating methodological basis of formation of marketing strategies. Fragmented nature of content of strategic marketing organizational process has been established that reveals the essence of its implementation in companies and certain differences in the interpretation of the essence of strategic marketing. The oretical study of the essence of strategic marketing in retrospective plane, determination and systematization of its basic principles and functions, substantiation of performance evaluation of market research as basis for the formation of marketing strategies is able to determine the vector of strategic marketing concept development, which determined the aim of the study. Results. Understanding the theoretical and applied basis of strategic marketing is based on the position that its meaningful and functional content must direct management system to analyze market conditions, consumer needs and competitiveness. Identification of strategic marketing functions and revealing content has helped to make the essential principles portfolio, taking into account which will allow follow the basic principles of its application. Definition of basic functions and principles of strategic marketing allowed offer algorithm of development and implementation of marketing strategies. Conclusion. The study demonstrated that the main task of strategic marketing in business should be to ensure the harmonization of implementation process through coordination of its functions and principles. Organizing functions and principles of strategic marketing will reduce the problems of interaction at the level of marketing and as a result increase the effectiveness of marketing research and marketing objectives.

Last modified: 2016-10-26 17:44:11