Oklander T. Marketing operations of manufacturing enterprises amidst increasing risks

The essence of the modern marketing concept, its socially responsible nature, type and focus are determined. The basic principle of periodization of theory of marketing are proposed. The essence of marketing-related risks and their key features are defined, the classification of risks relating to marketing operations of manufacturing enterprises is offered. The marketing-related risk management sequence for the purposes of management in marketing is developed, the types of marketing systems depending on the leading role of those involved in the seller-buyer chain are defined. The essence of pertinence of marketing communications is defined and the technique for assessment of pertinence ratio in marketing communications of machine manufacturers is elaborated. The essence of marketing of innovations is revealed. The model of modern marketing communications is formed and the features of advanced tools for digital marketing communications are determined.