Інтеграція інфраструктурного маркетингу в систему маркетингового менеджменту роздрібних мереж

Abstract

Розглянуто роль, значення, функції системи маркетингового менеджменту роздрібних мереж та умови, чинники інтеграції інфраструктурного маркетингу в систему маркетингового менеджменту роздрібних мереж. Подано авторські розробки схеми інтеграції інфраструктурного маркетингу в систему маркетингового менеджменту роздрібних мереж та моделі адаптації маркетингових комунікацій у системі маркетингового менеджменту.

Retail is currently one of the leading industries when it comes to introducing new technologies. Retailer POS data has become more valuable as IT systems have made it easier to collect data at the checkout. In addition, as retailers grew from regional to national chains, they were able to accumulate knowledge about consumer trends and changes in product sales, which increased their relevance as gatekeepers for products on the way to the buyer. Data on specific customers, which are now increasingly collected through loyalty cards, complement this knowledge. Where manufacturers’ brands were once very important, they have changed over the last few years. saw the power of retail brands challenging supplier positions. Retailers have begun work to embrace the concept of strategic marketing, they use strategic planning and positioning themselves in relation to their competitors. Thus, the huge volume of purchases by retailers is simply one of the sources of their powerful base – although certainly the most important. Marketing management is an integral part of the management system of the retail enterprise, through which the philosophical paradigm of management is formed. Depending on the market in which the retail business operates, the capacity and capacity of marketing activities in management may be different, which is why marketing management is not always a central link in building the organization of retail networks. The article considers the role, significance, and functions of the marketing management system of retail chains, and the conditions and factors of integration of infrastructure marketing in the marketing management system of retail chains. The author’s development of a scheme for integrating infrastructure marketing in the marketing management system of retail chains and a model for adapting marketing communications in the marketing management system is presented.