Igor A. Arenkov, Vladimir V. ZyabrikovPublished in:
Russian Journal of Entrepreneurship
– Volume 17, Number 15 (August 2016)

JEL classification: L10, L21, M14

Keywords: balance score card, business culture, company’s lifecycle phase, strategic management, strategic marketing, value chain


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Abstract:

The article implements the systemic approach to the study of the main elements of the company’s internal environment and management functional areas. Modern marketing-management instruments have been divided into global and national ones that are to be used with account of the Russian peculiarities. The authors consider the use of strategic management instruments, such as balance score card, life cycle theory, value chain, PEST – analysis for the correct comparison of the marketing function with other most important management functions.

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