MARKETING: A MANAGEMENT FUNCTION OR A BUSINESS PHILOSOPHY?
УДК 333.138
Abstract
The article considers issues related to both definitions of marketing (marketing as a management function and / or a business philosophy, or both) and the content of marketing tasks in the context of philosophical categories if we consider marketing as business philosophy. The article presents the results of analysis of marketing definitions, describing it as a philosophy of business and/or as a management function. From the analysis of definitions and explanations of the content of marketing, it has been established that marketing is mainly presented as a function of management; in the context of philosophical categories, when it is declared as a philosophy, it is, nevertheless, practically not considered. At the same time, the philosophical aspect of marketing, if properly worked out, can significantly enrich the theory, methodology and practice of marketing. The conclusions allowed the author to formulate directions for further research, focused on the use of philosophical concepts and categories in explaining the essence of marketing, the content of its functional tasks, which allows enterprises not only to receive commercial and financial benefits by meeting the needs and requirements of people, but also to solve social needs in the form of ensuring proportionality between production and consumption in the development of society. It is proposed to define marketing both as a function of enterprise management, which provides the latter with a profit, and as a business philosophy, which allows solving social and economic problems of society.
Downloads
Metrics
References
Классика маркетинга / Б. М. Энис, К. Т. Кокс, М. П. Моква. СПб., 2001. 752 с.
Котлер Ф. Основы маркетинга. М., 1990. 736 с.
Багиев Г. Л., Тарасевич В. М., Анн Х. Маркетинг. СПб., 2008. 736 с.
Березин И. С. Маркетинговый анализ. Рынок. Фирма. Товар. Продвижение. М., 2007. 480 с.
Абрамишвили Г. Г., Война В. А., Трусов Ю. Ф. Операция «Маркетинг». Стратегия и тактика конкурентной борьбы монополий. М., 1976. 240 с.
Энциклопедия мудрости / К. Андриевская и др. М., 2007. 816 с.
Философия / под ред. В. Н. Лавриненко, В. П. Ратникова. М., 2001. 677 с.
Третьяк О. А. Маркетинг: новые ориентиры модели управления. М., 2005. 403 с.
Дзарасов С. С., Меньшиков С. М., Попов Г. Х. Судьба политической экономии и ее советского классика. М., 2004. 454 с.
REFERENCES
Baker M. J. Marketing — philosophy or function? // Marketing / ed. M. Baker. SPb., 2020. Pp. 17-34.
Classics of marketing / B. M. Enis, K. T. Koks, M. P. Mokva. SPb., 2001. 752 p.
Kotler F. Fundamentals of Marketing. M., 1990. 736 p.
Bagiev G. L., Tarasevich V. M., Ann H. Marketing. SPb., 2008. 736 p.
Berezin I. S. Marketing analysis. Market. Firm. Product. Promotion. M., 2007. 480 p.
Abramishvili G. G., Voina V. A., Trusov Yu. F. Operation Marketing. Strategy and tactics of competitive struggle of monopolies. M., 1976. 240 p.
Encyclopedia of wisdom / K. Andrievskaya, dr. M., 2007. 816 p.
Philosophy / ed. V. N. Lavrinenko, V. P. Ratnikova. M., 2001. 677 p.
Tretyak O. A. Marketing: new benchmarks of the management model. M., 2005. 403 p.
Dzarasov S. S., Menshikov S. M., Popov G. Kh. The fate of political economy and its Soviet classic. M., 2004. 454 p.
Economics Profession Business is a golden publisher, as we allow self-archiving, but most importantly we are fully transparent about your rights.
Authors may present and discuss their findings ahead of publication: at biological or scientific conferences, on preprint servers, in public databases, and in blogs, wikis, tweets, and other informal communication channels.
Economics Profession Business (EPB) allows authors to deposit manuscripts (currently under review or those for intended submission to EPB) in non-commercial, pre-print servers such as ArXiv.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).