MANAGEMENT PROCESSES FOR INTERACTIVE MARKETING FORMATION
The article presents a generalized scheme of comparative characteristics for "marketing management" and "management marketing" conceptions. The authors developed a structural scheme for enterprise marketing activities administration. The characteristics of micro- and macro-environment of the enterprise changing within the course of time are provided. The principles of organizational-algometric mechanism for interactive marketing management are worked out.
Keywords: management processes, marketing management, management marketing, marketing
activities administration.
Marina V. Chebykina, Doctor of Economics, Professor, Head of “Marketing and Commerce” Department in Samara Institute of Plekhanov Russian University of Economics; Irina A. Feoktistova, senior lecturer of Samara Academy of State and Municipal Management.