Kovshva I. Development of Marketing Managemet within Telecommunication Companies: Theory, Methodology, Practice.

In the thesis the theoretical and methodological foundations have been justified and practical recommendations for determination of priority directions of development of marketing management within telecommunication companies have been provided. The classification system of marketing management has been created and completed with new innovative types. The author has distinguished the objectives, principles, functions and tasks of company marketing management, generalized the methodological basis of studying marketing management and developed the conceptual foundations for achieving the optimal effectiveness level. The system-synergetic paradigm of development of marketing management within telecommunication companies has been created. The model of organizational interaction of process components has been formed. The system of evaluating the company marketing management indicators has been justified; methods and techniques for practical application have been developed.