A. Dligach, PhD in Economics, Associate Professor Taras Shevchenko National University of Kyiv, Kyiv SYSTEM REFLEXIVE STRATEGIC MARKETING MANAGEMENT

This article reviews the System Reflexive paradigm of strategic marketing management, being based on the alignment of strategic economic interests of stakeholders, specifically, enterprise owners and hired managers, and consumers. The essence of marketing concept of management comes under review, along with the strategic management approaches to business, buildup and alignment of economic interests of business stakeholders. A roadmap for resolving the problems of modern marketing is proposed through the adoption of System Reflexive marketing theory.

Keywords: marketing; strategic management; strategic marketing; system reflexive marketing; reflexive management.

DOI: http://dx.doi.org/10.17721/1728-2667.2013/152-11/5

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