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The article describes the evolution of marketing approaches and concepts, and determines their place in the system of modern management. The article also examines the reasons for the crisis of modern marketing and possible ways of its development at this stage.
The article highlights the major current problems of the Russian economy, the need to define the convergence of technological and economic approaches to the management and education. The article also analyzed the research of Russian scientists in the field of management and marketing convergence in enterprises of various spheres of activity and formulated general criteria for management systems adequate to the tendencies. The authors proposed a concept of marketing positioning in the center of the system of management and provide practical examples of its implementation.
The article deals with the historical background and develop ment stages of the methodology of marketing information systems. It investigates the use of modern information technology in marketing. Also the article summarizes the characteristics of information and marketing centers, industry marketing information systems, geographic marketing information systems, marketing automation, customer relationship management systems, interactive voice services, technologies for monitoring social networks.
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