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MARKETING IMPERATIVES OF BUSINESS DEVELOPMENT MANAGEMENT IN CURRENT ECONOMIC REALITIES

E. S. Sergienko, N. P. Ketova, N. V. Saprykina, L. A. Chernobrodova, O. P. Sukovatova

Abstract

Addressing urgent market problems in the course of implementation of the need to find business opportunities in today's economic reality actualizes the study of management marketing imperatives as basic requirements, underlying market growth of business structure. The necessary conditions for effective market management of business development process is implemented taking into account the need for harmonious interaction with consumers in the framework of the doctrine of consumer needs priority. The purpose of this article is studying the fundamental management imperatives that form the potential business development, ensure its systematic implementation by companies that carry out their market activity in the current economic environment to ensure sustainable development of business structure. In consequence of the conducted research have defined twelve marketing imperatives of business development management in contemporary economic realities, which include the following: the holistic imperative, the imperative of innovation openness and willingness to new market solutions, socio-environmental imperative, the integrative imperative, the imperative of being proactive in the development of the available potential, the imperative of rational optimization, the research imperative, the efficiency imperative, the imperative of involvement in the market process, which ensures timely identification and differentiation of trends and tendencies, the imperative of development a harmonious partnership and mutually beneficial cooperation, the imperative of rational communication management and the imperative of creative management.

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DOI resolver: doi.org/10.5593/sgemsocial2018/1.4/S04.068

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