Some theoretical aspects of marketing strategies as a type of marketing activity

The purpose of the article is to systematize and generalize the theoretical aspects of marketing strategies as a special type of activity to achieve the intentions of commercial organizations, taking into account their capabilities. The article examines the structural elements of marketing strategies. Definitions of the term given by leading foreign marketers, as well as in the Great Russian Encyclopedia, are given. The goals, objectives, objects, subjects, means, and methods of marketing strategies are considered. The principles and stages of development of these strategies, as well as the most common strategies by M. Porter, I. Ansoff and by the breadth of market coverage are described in detail.