Toward a General Theory of Competitive Rationality

1992 ◽  
Vol 56 (1) ◽  
pp. 69-83 ◽  
Author(s):  
Peter Reid Dickson
Keyword(s):  
General Theory ◽  
Austrian Economic ◽  
Information Economics ◽  
Marketing Management ◽  
Procedural Rationality ◽  
Economic Psychology ◽  
Management Concepts

The author develops a theory of competitive rationality that proposes a firm's success depends on the imperfect procedural rationality of its marketing planners. Theories of economic psychology and information economics are integrated with the Austrian economic school of thought and with marketing management concepts and scholarship. Implications for managers and scholars are discussed.

scholarly journals ECONOMIC ESSENCE AND SIGNS OF MARKETING MANAGEMENT

2021 ◽  
pp. 56-63
Author(s):  
Nataliia Stebliuk ◽  
Yuri Gubsky
Keyword(s):  
High Efficiency ◽  
Economic Transformation ◽  
Marketing Management ◽  
Practical Implementation ◽  
Management Concepts ◽  
Modern Business ◽  
Business Conditions ◽  
Definition Of ◽  
And Control ◽  
Conceptual Foundations

The article is devoted to theoretical aspects of marketing management of enterprise as a scientific category through comprehensive study of marketing management conceptual foundations, adapted to modern business conditions. The features of theoretical and practical principles of formation and development of marketing concepts are given due to scientific and technological progress and informatization of society. Theoretical aspects of concepts of marketing management and its application in the activities of enterprises and organizations are highlighted. The development of marketing management concepts will allow forming a set of interrelated methodological approaches to practical implementation of specific provisions, in accordance with modern conditions and trends in the development of economic entities during economic transformation. It is proved that the question of definition and terminology is very important for any theory, because definitions, terms, provisions at the heart of any reasoning and logical constructions can affect their final result. Generalization of scientific provisions allowed providing a definition of "marketing management". Marketing management is a type of activity that involves enterprise analysis, planning, implementation and control carried out by all its units in the interaction and coordination of interests on the basis and principles of marketing to achieve high efficiency, development and consolidation in a competitive environment that allow to achieve set goals. These goals are to increase profits, meet the needs of the target audience, increase market share, etc. It is emphasized that the introduction and use of marketing mechanisms in integration with management allow to make decisions based on the comparison of real opportunities with market demands, desired values and aspirations of existing and potential consumers. Marketing management as a purposeful activity to regulate company's position in the market through planning, organization, motivation and control, taking into account specific conditions, aims to achieve the company with a clear focus on the consumer. The obtained results make it possible to identify the main trends in the development of marketing management with the use of specific technologies in management system of enterprises and organizations.

Marketing Management: Concepts, Practice and Cases

1985 ◽  
Vol 49 (4) ◽  
pp. 141
Author(s):  
Leland L. Beik ◽  
Robert W. Haas ◽  
Thomas R. Wotruba ◽  
William Lazer ◽  
James D. Culley ◽  
...  
Keyword(s):  
Marketing Management ◽  
Management Concepts

scholarly journals MARKETING ACTIVITY AS A WAY TO INCREASE THE COMPETITIVENESS OF SMALL ENTERPRISES

2021 ◽  
Author(s):  
Hanna Temchenko ◽  
Olga Bondarchuk ◽  
Kateryna Astafieva
Keyword(s):  
Small Businesses ◽  
Point Of View ◽  
Marketing Management ◽  
Small Enterprise ◽  
Small Enterprises ◽  
Integrated Marketing ◽  
Marketing System ◽  
Expert Opinions ◽  
Management Concepts ◽  
Integral Scheme

The process of marketing development in small businesses is associated with the formation of their management concepts, which are closely related to product consumers. The basis for the effective functioning of the marketing system in the conditions of small businesses is an integral scheme of organizing the marketing management system based on the influence of factors of the competitiveness of enterprises. The article deals with the main issues of improving the management of the marketing system in the context of conducting business activities by small enterprises. Today, the practice of management and the practice of sales activities is overloaded with a large number of approaches and expert opinions on the management of the marketing complex in modern market conditions of management. However, most of the questions remain rhetorical, and all views are purely advisory in nature. The lack of a comprehensive nature in the development and implementation of concepts, marketing strategies that meet the requirements of an innovative economy makes the process of marketing and sales of finished products time-consuming and quite multi-aspect. Taking into account all aspects and factors of the competitive environment of small enterprises, the necessity and expediency of the development and implementation of a marketing ideology of management based on the concept of integrated marketing is substantiated. The study considers the basic marketing factors of influence from the point of view of enterprise competitiveness. The substantiation of the development of the competitiveness potential of a small enterprise is given. The necessity of marketing management of competitiveness, which is based on the use of tools for assessing small businesses, has been proved. The advantages of marketing management based on the concept of relationship marketing for small businesses are considered. Analysis and generalization of the results of the study made it possible to form an integral scheme for organizing a system for managing the marketing activities of a small enterprise. The paper proposes an innovative model for managing the marketing system in small businesses, which consists of three components: integrated, intra-organizational and marketing interaction, as well as an algorithm for its use based on the use of integrated marketing.

Marketing Management Concepts Yesterday and Today

1967 ◽  
Vol 31 (1) ◽  
pp. 9-13 ◽  
Author(s):  
Bernard J. La Londe ◽  
Edward J. Morrison
Keyword(s):  
World War I ◽  
Large Scale ◽  
Sales Management ◽  
Direct Application ◽  
Marketing Management ◽  
Scientific Management ◽  
Historical Note ◽  
World War ◽  
Management Concepts

In this historical note we find a direct application of Frederick W. Taylor's scientific management concepts to early sales management, scientific marketing management, and modem marketing management. The authors of this article review the applications of scientific management to marketing during the period from approximately World War I to the depression of the early 1930s, and they show how the first large-scale application of management concepts came about.

Marketing Management Concepts Yesterday and Today

1967 ◽  
Vol 31 (1) ◽  
pp. 9 ◽  
Author(s):  
Bernard J. La Londe ◽  
Edward J. Morrison
Keyword(s):  
Marketing Management ◽  
Management Concepts

Fundamentals of Service sector marketing

2021 ◽  
Author(s):  
Mariya Novikova
Keyword(s):  
General Theory ◽  
Vocational Education ◽  
Service Sector ◽  
Practical Knowledge ◽  
Marketing Management ◽  
Federal State ◽  
Educational Standards ◽  
Secondary Vocational Education ◽  
Key Concepts ◽  
State Educational

The textbook discusses the key concepts, elements and processes of marketing management used in the practice of the hairdressing services market. The purpose of the textbook is to familiarize students with the specifics of marketing services, as well as the basics of theoretical and practical knowledge in the marketing of hairdressing salons. The peculiarity of this tutorial is that it combines the general theory of marketing in commercial enterprises with practical examples of the application of this knowledge in hairdressing. This allows students to form a systematic and analytical knowledge in the field of marketing in the market of hairdressing services. Meets the requirements of the federal state educational standards of secondary vocational education of the latest generation. It is intended for students of secondary vocational education institutions studying in the specialty 43.02.13 "Technologies of hairdressing".

scholarly journals ONLINE-BASED MARKETING MANAGEMENT IMPLEMENTATION (Empirical Study of MSMEs in the Furniture Sector in Tasikmalaya)

2020 ◽  
Vol 3 (2) ◽  
pp. 130
Author(s):  
Lucky Radi Rinandiyana ◽  
Tine Badriatin
Keyword(s):  
Online Marketing ◽  
Marketing Management ◽  
Business People ◽  
Online Sales ◽  
Marketing Process ◽  
Management Concepts ◽  
To Come ◽  
Marketing Implementation ◽  
The Village ◽  
The City

The marketing problem is one of the problems that often arises by MSME business people. Where most MSME business people still rely on the marketing process by using old methods to introduce their business products while the recent economic growth is growing very rapidly, plus the support of advancing technology indirectly encourages furniture and furniture entrepreneurs to increase production. the lack of knowledge of MSME practitioners in using existing technology as promotional media certainly becomes an obstacle in the marketing process of MSME furniture production. Most of the SMEs in Jln Tamansari Gobras, Tasikmalaya City, only 70% understand and apply the concept of online-based marketing in introducing the results of furniture production, where MSMEs still use banners or banners for media promotion and sales management still using manual methods, so that sales reach very limited. The purpose of this study was to determine the implementation of online-based marketing management concepts in the development of online-based marketing management business and the role of online-based marketing implementation in increasing sales turnover in MSME furniture and furniture production in the village of Tamansari Gobras in Tasikmalaya City. This research uses a descriptive method. The results showed that Babakan Muncang Tamansari Gobras MSMEs, the City of Tasikmalaya had to increase their knowledge to do online marketing to increase their income without having to spend a lot of funds as capital which experienced a 3.8% decline in sales then to expand their market share by selling online. SMEs in the village of Babakan Muncang Tamansari Gobras in the City of Tasikmalaya are expected to implement online marketing management to bring reservations without having to come directly to the place of business.Keywords: Marketing,  Online Sales

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