ACTUAL PROBLEMS OF ENTERPRISES’ MARKETING MANAGEMENT

Jeļena Šalkovska, Anda Batraga, Elīna Ogsta

Abstract


The purpose of this paper is to provide an overview of the most current problems and issues in marketing management. As all enterprises deal with various difficulties in their business planning, implementation and control, these issues and problems have to be recognized, dealt with, and solved. Most of the business strains will have a lot to do with diverse marketing aspects, as marketing is the main link between enterprises and their markets and customers; strategically mappedand implemented marketing helps to create competitive advantage and pave the way for success, but different problems can endanger firms’ marketing process, thus in today’s volatile business environment marketing executives have to bear in mind and deal with various facets of the marketing in rapidly changing world.

Key words: marketing management, current marketing management problems, actual marketing management issues, marketing management changes.

JEL CODES: M31

DOI: http://dx.doi.org/10.15181/rfds.v14i3.874


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