Article - Problems of Modern Economics

Nikiforova S. V.
Professor, Chair of Marketing, St. Petersburg State University of Economics and Finances, PhD (Economics), Professor
Aminova A. N.
PhD student, Chair of Marketing, St. Petersburg State Economic University

Concept of the “marketing governance” in the system of management over the marketing activity efficacy (Russia, St. Petersburg)

The article discusses the division of the marketing activity management into two hierarchical levels: “marketing governance” and “marketing management.” The author analyzes this division, offers a new definition of “marketing governance,” and develops its structure, functions, tasks and principles

Key words: marketing system, marketing governance, management of marketing, marketing policy

Pages: 113 - 116

Литература
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