Retrospective analysis of prerequisites and modern conditions for effective implementation of marketing functions
Kretova N.N.1
1 Воронежский государственный технический университет
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Journal paper
Journal of Economics, Entrepreneurship and Law (РИНЦ, ВАК)
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Volume 6, Number 4 (October-December 2016)
Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=30732265
Cited: 7 by 31.03.2023
Abstract:
In a relatively short period of time Russia has come a long way in economy, the same way took much longer in most other countries. At the same time, every crisis phenomenon spurred enterprises, giving impetus to new achievements. Marketing is no exception in this situation. We recall that, in principle, there was practically no marketing until the late eighties in Russia, and there was no need in it in the era of centralized management and deficit. Today we may state that there is a rapid development of all functional areas of marketing. The current situation is, one the one hand, an impetus for improving, and, on the other hand, a test of the efficiency of the applied marketing tools. In this article the author tries to define to what extent enterprises are ready to face this situation.
Keywords: marketing, terms and features of marketing functions in Russia, factors that determine the development of marketing in Russia
References:
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