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Keywords: 
Company, function, market, environment, demand, service, customer.
 
Marketing management is the analysis, planning, implementation and control of activities aimed 
at establishing, strengthening and maintaining profitable exchanges with target customers in 
order to achieve certain objectives of the organization, such as increasing profits, increasing 
sales, increasing market share, etc. There are two levels of marketing management: strategic and 
tactical. The strategic level of marketing management (marketing strategy) is the long-term 
coordination of the company's capabilities with the market situation, that is, the coordination of 
the internal and external environment of the company's activities. Marketing strategy is often 
confused with a company's business development goals. However, unlike goals, a marketing 
strategy is a plan to achieve those goals. it should reflect all elements of marketing, financial 
resources and production capabilities. The most common marketing strategies: 

improvement of the organizational structure of the company; 

organizing access to new product markets; 

development and marketing of new products; 

entering new markets by establishing joint ventures; 

cooperation of activities with companies with experience of successful operation in interested 
markets. 
The tactical level of marketing management (marketing tactics) is aimed at forming market 
demand for the company's existing goods and services. At this level of management, the 
following methods of marketing activities can be listed: 

market research to create demand and promote sales; 

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MERICAN Journal of Public Diplomacy and International Studies
www.
 grnjournal.us 
 

analyze goods and manage their nomenclature in order to meet market requirements as much 
as possible; 

direct contact with consumers; 

increase and training of employees; 

active participation in exhibitions and fairs; 

expanding the range of manufactured goods; 

creation and improvement of service efficiency; 

adaptation of the goods to the specific requirements of the buyer; 

promotional activities; 

price management. 
The main principle of marketing is focused on the consumer and his needs, their formation and 
maximum satisfaction. Implementation of this principle in all areas of production and economic 
activity is through management. Its main functions are: planning, organizing, motivating and 
controlling. The main goal of marketing is to determine the amount of demand for a specific 
product, expressed by the volume of sales and its share in the market, and to contribute to its 
achievement by means of marketing. The main goal of management is to ensure the sustainable 
development of the organization in achieving its mission and goals, using the means of influence 
for the interaction of people in joint production and economic activities, inherent in management. 
When studying the organization as a whole socio-economic system, the ratio of marketing and 
management is considered as a part of the whole. The functions of marketing consist in studying 
and forming organizational and economic conditions for the implementation of reproductive 
processes with its help, their continuity, cost reduction, and ensuring a sufficient level of 
efficiency for the development of the organization. All this makes it possible to consider 
marketing as an important condition and reserve of management against the crisis. In anti-crisis 
management, the complex nature of the tools and methods used to determine the market 
opportunities of the enterprise, its strengths and weaknesses in the process of finding ways out of 
the economic crisis, as well as data on the dynamics of socio-economic processes is important 
for a large-scale analysis. The use of the marketing mix in relation to a specific product and 
market, as well as the development of options for their interaction, allows to determine the 
organization's marketing opportunities and market risks as the basic information for the 
development of the organization's goals and strategies. When developing an anti-crisis policy, 
the marketing manager relies on the internal factors of the organization: development of options 
for their interaction allows to determine the organization's marketing opportunities and market 
risks as basic information for the development of the organization's goals and strategies. When 
developing an anti-crisis policy, the marketing manager relies on the internal factors of the 
organization: development of options for their interaction allows to determine the organization's 
marketing opportunities and market risks as basic information for the development of the 
organization's goals and strategies. When developing an anti-crisis policy, the marketing 
manager relies on the internal factors of the organization: 

production and technological features; 

resource potential; 

the nature of the internal atmosphere; 

level of development of management components; 

prediction; 

planning; 

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