N. Karpenko

MODERN MARKETING POLICY OF ENTERPRISE

In the article the author examines the marketing policy and its basic features which are characterized by the following factors: considerable changes taking place in its environment, relationship of subjects in the world market, innovative technologies in production, consumer services, evolution of marketing conceptions and refusal of modern professionals from the classic concept of marketing.

Keywords: marketing policy, marketing conceptions, holistic marketing, marketing of mutual relations, marketing concept of market orientation, concept of marketing management.