A FUNCTIONAL APPROACH TO UNDERSTANDING OF MARKETING
Journal Title: Бізнес-навігатор - Year 2017, Vol 2, Issue 41
Abstract
In domestic science there are many approaches to the definition of marketing. The feasibility of using one approach or another is determined by the conditions and field of operation. The article outlines the reasons for using a functional approach to understanding the category of "marketing" in the current realities of the Ukrainian economy. In our view, the functional approach is the most universal of all existing methodological approaches to marketing. However, we note also the fact that in the process of economic development, the emphasis in marketing methodology may change.
Authors and Affiliations
T. M. Kushnir
Keywords
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