Abstract

The aim of the article. This article deals with evolution of marketer`s position in organizational structure of enterprise in the context of marketing development and its’ implementation in everyday activities of Ukrainian firms. New tasks of marketers are defined in conditions of media possibilities formation for consumers. The results of the analysis. The new terms of cooperation with customers first of all change the functions of marketer. Regard to the marketing function as the main management concept, aimed at identification and satisfying customer needs, it remains the unchanged. Marketing directly influences on strategic decision making and is main element of communications between business owners and managers with customers. However, new conditions of cooperation with consumer require new approach for marketers’ functions. While cooperating with consumers, marketer should understand, that he/she is communicating with equal in organizational, informational and technological possibilities partner. Forming integrated marketing communications with organized consumers through their structures is becoming one of marketers’ functions. Modern task of marketers is forming appropriate interactive mechanisms of cooperation with consumers, based on their social position in society. Conclusions and directions of further researches. Digital space development also requires marketer to implement new task: learn to cooperate on independent public own information space of consumer, in which consumer has all technological tools to change behavior of clients in relation to suggested goods. New customer leads to change of marketers’ position in organizational business structure. Modern marketer influences on decision making. However, organizational structure of enterprise should be improved from the perspective of new informational tools.

Keywords: marketing, organization structure of enterprise, marketing functions

Cite as: Lylyk, I. (2013). Identification of social and management priorities by changing the position of marketing specialist in organizational systems of business. Marketing and Management of Innovations, 2, 74-84. https://doi.org/10.21272/mmi.2013.2-06

This work is licensed under a Creative Commons Attribution 4.0 International License

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