Scientific journal
Научное обозрение. Экономические науки
ISSN 2500-3410
ПИ №ФС77-57503

Personal portfolio

FORMATION CONCEPT OF INTRA-MARKETING IN VERTICALLY INTEGRATED ORGANIZATIONS

Kaul O.V. 1 Minaev D.V. 2
1 «Institute of Financial Analysis and Audit»
2 Saint-Petersburg State University of Engineering and Economics
Discusses the conceptual model of the marketing functionality of vertically integrated organizations. Feature of the model is to improve the functionalyti of marketing, provides for two «classic» components - strategic and operational marketing, through a special tools of internal marketing. Shows the location and characteristics such components of the functionality of marketing. Proposed approach and ways of constructing this functionality have realized by integrating the wide range of marketing oriented techniques that take into account the specificity of large vertically integrated economic entities. Paper brings the brief systematization of such techniques. Consider the structure of the diagnostic instruments designed to determine the extent of intra-marketing in vertically integrated structures. Discuss general issues of practical implementation of this method of diagnosis.