Marketing Strategy and Tactics. Emergence and Development of Strategic Marketing

Abstract

In the conditions of the formation of a market economy for domestic enterprises, there is a need to take into account the trends occurring in the external marketing environment. In order to adapt to them and choose a way of market behavior that provides the company with a favorable position not only at the moment, but also in the future, it is necessary to determine your own vision, goals and objectives, competitive positioning, target markets and segments. This article discusses the basic concepts of marketing strategy and tactics, and describes the emergence and development of strategic marketing.