Key marketing tools formation and application in business management

Abstract

The key marketing tools in business management have been identified. It has been proven that marketing plays an extremely important role in providing the effectiveness of enterprises’ functioning. Marketing has been considered as an activity which is aimed at identification and satisfaction of consumers’ needs. It has been stated that the rational use and combination of marketing tools form an important prerequisite for the sustainable and effective functioning of business subject. The key marketing tools have been defined and grouped according to their spheres of use. Three main groups of marketing tools have been proposed: market and environment of functioning analysis tools; tools for formation of activity strategy; formation of a communication policy tools. The brief description of the main marketing tools has been provided. The importance of the rational and efficient use and combination of marketing tools has been proven.