Trajectory of marketing function ‒ from traditions to innovations

Abstract

Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness of products.
 Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods.
 Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development of marketing support is a sophisticated dialectical process of interaction between factors from the external environment and the targeted influence of drivers associated with the production of competitive products that satisfy certain market needs. We have reviewed and substantiated the essence, objectives, basic tools and principles of marketing function. We have developed and scientifically substantiated organizational components in the innovative marketing at enterprises based on ensuring the coordinated interaction between their innovation and marketing activities. The essence, content, and principles of the term "innovative marketing" have been defined. We propose a classification of varieties of innovative marketing depending on their functional belonging.
 Practical implications. Results of the study can be used in the development of proposals related to the effective formation and application of marketing at an enterprise.
 Originality/Value. We have devised a classification of the marketing function at an enterprise. The basic principles of marketing function have been substantiated. We have defined the methodological provisions for studying the marketing function at an enterprise. The essence, content, and structure of innovative marketing have been determined as an important and integral component of conducting an economic activity by an enterprise, which implies the creation of a fundamentally new product (good, technology, service); the application of innovative marketing has been emphasized for improving business processes at an enterprise.
 Research limitations/Future research. The task is to develop an effective mechanism for the efficient functioning of marketing under different situational and market-led fluctuations under conditions of market volatility.
 Paper type – theoretical.

The Convergence of Factors That Affect the Dairy Product Market: A Comparative Analysis of European Union Countries

“…World economy and trade The development of the agricultural sector of the economy and its efficient functioning are determined primarily by the development of its institutions (Putsenteilo et al 2020).…”

Performance Effectiveness and Commercialization Strategy of Business Incubators from the Tenant’s Perspective

“…The act of commercializing innovation included in the definition of innovation. The commercialization of innovation is an activity required to introduce an innovation to the market [24]. Technology commercialization is a means to exploit technology resulted from research in either production or consumption activity so that the researcher can gain profit from the activity.…”

The Role of Human Capital in Strengthening Horticultural Agribusiness Institutions: Evidence from Structural Equation Modeling

“…Institutional development through farmer empowerment is a significant factor in horticultural agribusiness development. The efficiency of agribusiness is closely tied to the role and transformation of its institutions [1]. Farmers have recognized the value of institutions in bolstering horticultural agribusiness development [2].…”