Keyword: «strategic marketing»

The article considers the essence of strategic marketing companies within the market management. Empha-sis is placed on the importance of developing marketing strategies, allowing the company to implement the right management decisions.

The paper presents an overview of the modern concepts of marketing management, which is relevant because of modern strategic planning tendency of activity in the hospitality or tourism service organizations. The author views the theoretical principles of marketing management strategy formation with consideration of the peculiarities of resort and tourism organizations and identifies the main steps of marketing management strategy formation in tourism enterprises.

The article considers the role of marketing strategy, provides various definitions of marketing strategy, on the basis of which the current paradigm of modern marketing strategy is formulated, and also provides a conclusion about what should be the main focus in modern conditions of all marketing strategies.

The article discusses the parameters of effective marketing, the main disciplines of strategic marketing and the main groups of operational marketing. Recently, there has been a discussion between traditional and digital marketing, in this regard, the main advantages and disadvantages of each are presented.

When developing marketing strategies, the selection of marketing communications plays an important role. The article examines marketing communications used by modern organizations and justifies the role of each. Based on the example of a joint-stock company specializing in the production and repair of agricultural machinery, there has been carried out an analysis of existing marketing communications. So the article has pre-sented the main ways to improve the marketing system at the enterprise.