MARKETING MANAGEMENT OF PRODUCTION - THEORITICAL ASPECTS AND DETERMINANTS

The modern business environment is characterized by a high degree of uncertainty and turbulence. In order for the business organization to cope in the conditions of such a dynamic environment, higher requirements are placed on its management, such as - the business is considered as an "open" system, where the main factors for its success are sought outside it and its success is associated with how well it adapts to the business environment. To achieve the set goals, the business must direct its activity to the consumer, to his needs and desires, adopting the marketing concept of management. Putting the marketing management concept into practice begins with formulating a company's marketing strategy.