30 2.1. Content o f marketing functions and activities................................................. 30 2.2. Marketing tasks.......................................................................................................... 32 2.3. Basic principles o f marketing...............................................................................35 2.4. Tactical planning and control in marketing...................................................... 36 2.5. Types o f marketing depending on the state and development o f demand. 38 3-m odu le. M A R K E T IN G R E SE A R C H A N D IN FO R M A T IO N SY ST E M 43 3.1. Marketing research....................................................................................................43 3.2. Basis o f information marketing..............................................................................45 3.3. Marketing information system and its features..................................................47 3.4. Marketing research process.....................................................................................50 3.5. Formation o f goals and objectives o f marketing research............................ 53 4-m odule. M A R K E T IN G SY ST E M A N D IN D U S T R Y ............................................... 57 4.1. Marketing system concept.................................................................................... 57 4.2. The main features o f types o f marketing........................................................... 62 4.3. Network marketing................................................................................................. 69 4.4. Neuromarketing, benchmarking, innovative marketing................................ 73 5-m odule. ST R A T E G IC M A R K E T IN G ........................................................................... 80
