ISSN 2409-7616

Aplevich O.A.



UDC 339.138

Aplevich O.A.1 (Moscow, Russian Federation) – E-mail:

1Moscow City University

Abstract.The dispersion of marketing knowledge, terminological contradictions, and the abundance of models create difficulties in forming a scientific base in research and applying existing knowledge in practice. Namely: there is no unity in the adaptation and application of the conceptual apparatus, there is an ambiguous understanding of the objects, subjects and goals of marketing activities; there is no relationship between marketing concepts, strategies, types and models. These problems create an additional obstacle in understanding the content and practical use of the main marketing approaches. Therefore, the purpose of this work is to create a systematized knowledge base on marketing concepts, strategies and models, which will allow researchers to create a general idea of the basics of marketing. With the help of theoretical research, the analysis of the content of the conceptual apparatus, concepts, strategies and the composition of models was carried out. The results of the study: 1. contradictions are eliminated and a conceptual apparatus is formed, namely, the definition of marketing objects-product and service is given, subjects are identified, the content of the concept of “marketing” is analyzed and the main meaning that scientists put into the definition is formulated; 2. a logical chain “concept-strategy-model” is formed, definitions are given to each element, types are included in the chain marketing, the main marketing concepts and strategies are highlighted, the marketing models of products and services are analyzed; 3. systematized all the data obtained in accordance with the logical chain, formed recommendations for the use of marketing models. The scientific and practical significance of this study is a systematic review of concepts, strategies and models, which will improve the effectiveness of the analysis and organization of marketing activities.

Keywords: marketing activity, marketing concept, marketing strategy, marketing model, product and service marketing.


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For citation:

Aplevich O.A. Theoretical analysis of marketing concepts, strategies and models. CITISE, 2022, no. 2, pp.49-64. DOI: