MARKETING STRATEGY AS MECHANISM OF EFFECTIVE CORPORATIVE MANGEMENT

This report addresses the issues of dynamically changing marketing mechanisms as opportunities for increasing corporate efficiency. Changes are notable in business conceptions, as well as in methods and means of business activities. In conditions of dynamic changing business environment it is much easier to adapt production of merchandise and services, than selling it on the market. If the world is deprived of interaction possibilities, that would create impractical ideas. Those ideas would have use just in marking empty creators wandering of those who don’t have a clue about marketing practice. But in the age of interactive activities it became reality. They came out of the blue and rules of the game have changed.Interactive technologies created two basically different conclusions of business as whole. From one side there is faster and easier information access, that consumers receive, which created “massization” of products and lower level of profit. For clients it is wonderful thing, but companies discovered another context of interactive opportunities – size of profit will bend, and loyal clients will be harder to discover. Success on the market will be reserved for creative, insistent and smart companies, because today “not the big fish eat smaller one, but fast fish eat slower one”.