Establishment and development of the marketing management concept in modern conditions: European experience

The article examines the process of formation and development of the concept of marketing management in modern conditions, taking into account the European experience. The implementation of marketing management at enterprises is presented in the context of the development of modern client-oriented tools, which allows to optimally take into account the various interests of all market participants and achieve economic and social benefits from economic activity at the same time. On the basis of the presented scientific generalization, the main stages of the evolution of the formation and development of marketing management concepts in the leading economically developed countries are determined. In the proposed system, each of the identified stages reflects the evolution of marketing management concepts, where the focus gradually shifts from the product and sales (marketing) to the emphasis on the consumer, relationships and the use of modern information and digital technologies. The presented separate scientific definitions of the concept of «marketing management» by leading foreign scientists made it possible to state that marketing management is a complex and multifaceted process that is the key to the success of an enterprise on the market. It is justified that the current state of research on marketing management issues in Europe is determined by active scientific research in the field of digital marketing, sustainable development, interaction with customers, data analysis, technological innovations and strategic management of marketing processes. The modern trends and directions of the development of the concept of marketing management in Europe are summarized, among which the following are highlighted: digital marketing, marketing of sustainable development (sustainable marketing), customer interaction and CRM, marketing research and analytics, technological innovations and the Internet of things (IoT), consumer behavior and marketing psychology, international marketing, marketing management in e-commerce, etc. Examples of the use of marketing management tools in leading European companies are presented. Actual problems of development of marketing management in the future are identified.