КОНВЕРГЕНЦІЯ МАРКЕТИНГУ ТА СТРАТЕГІЇ ПІДПРИЄМСТВА В УМОВАХ ГЛОБАЛІЗАЦІЇ БІЗНЕСУ

Abstract

Introduction of new management paradigms, due to changes in the environment, leading to changes in priorities which govern the administration of the company. With the development of market relations success of the business was closely connected with Marketing. In modern conditions, the companies targeted, mainly, to external environment of consumers, competitors and markets. Unlike the control and planning management model, strategic management aims to satisfy customers through proactive strategies that provide not only prepared to respond to changes, but also control of them.