Trajectory of marketing function ‒ from traditions to innovations
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.
Agic, E., Cinjarevic, M., Kurtovic, E. & Cicic, M. (2016). Strategic marketing patterns and performance implications, European Journal of Marketing, 50 (12), 2216-2248. https://doi.org/10.1108/EJM-08-2015-0589.
Balabanyts, A. V. (2012). Marketing Interaction: Evolution of Concept and Contemporary Trends, Ekonomyka i upravlenye, 6, 8-13. (in Ukrainan).
Balabanova, L.V. (2001). Marketing-menedzhment [Marketing Management], DonNUET, Donetsk, 594 p. (in Russian).
Balaji, M.S., Roy, S.K., & Quazi, A. (2017). Customers’ emotion regulation strategies in service failure encounters. European Journal of Marketing, 51(5-6), 960-982. https://doi.org/10.1108/EJM-03-2015-0169
Berman Barry. (2016). Referral marketing: Harnessing the power of your customers. Business Horizons. Volume 59 (1), 19-28. https://doi.org/10.1016/j.bushor.2015.08.001.
Bolotna, O.V. (2013). Marketing Tools for Increasing the Competitiveness of an Enterprise in a Crisis, BIZNESINFORM, 5, 333-337. (in Ukrainan).
Bozhkova, V.V. & Illyashenko, N. S. (2009). Innovative marketing – a new concept of doing business, Voprosy strukturizatsii ekonomiki, 3, 58–62. (in Ukrainan).
Broekhuizen, Thijs L.J., Bakker, Tom & Postma, Theo J.B.M. (2018). Implementing new business models: What challenges lie ahead?. Business Horizons, Elsevier, 61(4), 555-566. https://doi.org/10.1016/j.bushor.2018.03.003.
Cortez Roberto Mora, Johnston Wesley J. (2018). Needed B2B marketing capabilities: Insights from the USA and emerging Latin America. International Business Review, 27 (3), 594-609. https://doi.org/10.1016/j.ibusrev.2017.10.008.
Cova B., Dalli D. (2009). Working consumers: the next step in marketing theory? Marketing Theory, 9 (3), 315-339. https://doi.org/10.1177/1470593109338144.
Dikson, P. (2009). Upravleniye marketingom [Marketing Management], Binom, Moscow, 556 p. (in Russian).
Efrat K., Gilboa S. & Yonatany M. (2017). When marketing and innovation interact: The case of born-global firms. International Business Review, 26 (2), 380-390. https://doi.org/10.1016/j.ibusrev.2016.09.006.
Enis, B.M., Koks, K.T. & Mokva, M.P. (2001). Klassika marketinga [Classic of Marketing], Piter, St. Petersburg, 752 p. (in Russian).
Evans, D.R. & Berman, B. (2004). Marketing [Marketing], Sirin ; MT- Press, Moscow, 278 p. (in Russian).
Frösén, J., & Tikkanen, H. (2016). Development and impact of strategic marketing – a longitudinal study in a Nordic country from 2008 to 2014. European Journal of Marketing, 50 (12), 2269-2294. https://doi.org/10.1108/EJM-10-2016-0557.
Gugelev, A.V (2008). Innovatsionnyy menedzhment [Innovative Management], Dashkov i K°, Moscow, 335 p. (in Russian).
Haberstroh, K., Orth, U.R., Cohen, J., Maria, Corsi A., Bouzdine-Chameeva, T., Crouch, R. & De Marchi, R. Through (2018). The lens of self-construal: cross-cultural variation in consumers’ appreciation of harmony in marketing visuals. International marketing review. 35 (3), 429-457. https://doi.org/10.1108/IMR-12-2015-0283.
Illiashenko, N.S. (2011). Orhanizatsiino-ekonomichni zasady innovatsiinoho marketynhu promyslovykh pidpryiemstv [Organizational and economic bases of innovative marketing industry], Vyd-vo SumDU, Sumy, Ukraine, 192 p. (in Ukrainan).
Kasabov, E. (2015). What We Know, Don’t Know and Should Know about Confusion Marketing. European Journal of Marketing, 49 (11/12), 1777-1808. https://doi.org/10.1108/EJM-03-2014-0166.
Kleber, Janet, Florack, Arnd, & Anja Chladek, (2016). How to present donations: the moderating role of numeracy in cause-related marketing, Journal of Consumer Marketing, 33 (3), 153-161, https://doi.org/10.1108/JCM-12-2014-1240.
Koch, R. (2000). The Financial Times Guide to Strategy: How to Create and Deliver a Useful Strategy, Financial Times, Prentice – Hall, London, 279 p.
Kotler, F. (2006). Marketing menedzhment [Marketing Management], Piter, SPb, 464 p. (in Russian).
Kotler, Philip & Armstrong, Gary (2012). Principles of marketing. Global edition, Pearson Prentice Hall, 14th ed.
Kuznetsova, Yu.A. (2012). Marketing support for innovative development of domestic enterprises, Zbirnyk naukovykh prats Podilskoho derzhavnoho ahrarno-tekhnichnoho universytetu, Volume 20, Issue 2, 372-376. (in Ukrainan).
Lamben, ZH.-ZH. (1996). Strategicheskiy marketing. Yevropeyskaya perspektiva [Strategic marketing. European Perspective], Nauka, St. Petersburg, 589 p. (in Russian).
Lamben, ZH.-ZH. (2008). Menedzhment, oriyentirovannyy na rynok [Market oriented management]. Piter, St. Petersburg, 800 p. (in Russian).
The American Marketing Association. Marketing. Definition of Marketing., available at: https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx.
Martin, Silvia L. & Javalgi, Rajshekhar G. & Cavusgil, Erin (2017). Marketing capabilities, positional advantage, and performance of born global firms: Contingent effect of ambidextrous innovation. International Business Review, Elsevier, vol. 26(3), 527-543. https://doi.org/10.1016/j.ibusrev.2016.11.006.
Neretina, Ye. A. (2009). Marketing: sovremennyye realii i vyzovy vremeni [Marketing: Modern Realities and Challenges of Time], Initsiativy XXI veka, 3, 31-33 (in Russian).
Nianko, V.M. (2014). Innovative Marketing at Ukrainian Enterprises, Innovatsiina ekonomika, 6, pp. 228-231. (in Ukrainan).
Ogoleva, L.N. (2001). Innovatsionnyy menedzhment [Innovative management], INFRA-M, Moscow, 238 p. (in Russian).
Prychepa, I.V. & Ohorodnyk, A.S. (2017). Marketing support for the development of the enterprise in modern conditions, available at: https://conferences.vntu.edu.ua/index.php/all-fm/all-fm-2017/paper/download/2272/1824
Schwalbe, H. (1990). Marketing- Praxis für Klein- und Mittelbetriebe, Haufe, Freiburg im Breisgau, 316 p.
Shymko, A.V. (2014). Organizational support for the application of marketing technologies in trade enterprises. Ekonomika rozvytku, 4 (72), 94-99. (in Ukrainan).
Skrynkovskyi, R.M. & Protsiuk, T.B. (2013). PS-marketing: social bases and control system, Ekonomika. Finansy. Pravo: informatsiino-analitychnyi zhurnal, 8/1, 12 – 26. (in Ukrainan).
Starytska, O.P. & Starytskyi, T.M. (2014). Innovative Marketing as an Instrument for Increasing the Efficiency of Enterprise Functioning, Innovatsiina ekonomika, 4, pp. 244-250. (in Ukrainan).
Tankov, K.M. (2012). Marketing of relationships in the management of supply chains. Biznes Inform, 7, 180-183. (in Ukrainan).
Tatarenko, V.N. & Budrin, A.G. (2012). Marketing support of an enterprise, Problemy sovremennoy ekonomiki, 1(41), 208-211. (in Russian).
Vdovenko, Yu.S. (2011). Marketing Research as a Means to Increase the Competitiveness of Motor Transport Companies, Visnyk Chernihivskoho derzhavnoho tekhnolohichnoho universytetu, 4 (54), 117-122. (in Ukrainan).
Voichak, A.V. (2001). Marketynhovi doslidzhennia [Marketing research], KNEU, Kyiv, 119 p. (in Ukrainan).
Zhao, S. & Priporas, C.V. (2017). Information technology and marketing performance within international market-entry alliances: a review and an integrated conceptual framework. International marketing review, 34 (1), 5-28. https://doi.org/10.1108/IMR-01-2016-0024.
The authors agree with the following conditions:
1. Authors retain copyright and grant the journal right of first publication (Download agreement) with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
2. Authors have the right to complete individual additional agreements for the non-exclusive spreading of the journal’s published version of the work (for example, to post work in the electronic repository of the institution or to publish it as part of a monograph), with the reference to the first publication of the work in this journal.
3. Journal’s politics allows and encourages the placement on the Internet (for example, in the repositories of institutions, personal websites, SSRN, ResearchGate, MPRA, SSOAR, etc.) manuscript of the work by the authors, before and during the process of viewing it by this journal, because it can lead to a productive research discussion and positively affect the efficiency and dynamics of citing the published work (see The Effect of Open Access).