Innovative marketing management`s methods on the example INDITEX`s busines`s model.

Abstract

The basic scientific approaches to understanding the essence and content of marketing management are systematized, in particular as management philosophy, concept, system, process, function, art and science. Successful application of marketing management techniques is represented by the business model of INDITEX Corporation, which is built on the basis of a marketing-oriented management approach that puts consumers in the focus of the organization and aims to make each unit of the organization contribute to the proper customer service. The basic elements and factors of successful business model of the enterprise are determined, based on the principles of marketing management: sensitivity of production and logistics to market conditions; rapid positive response to and readiness for change; constantly high level of image and quality of goods and services; active customer orientation; control and priority of own production and sales channels; a high-quality and efficient multi-level feedback system; continuous innovation; active participation in solving current social and environmental problems. Positives and advantages of modern business models at the expense of introduction of technologies of digital marketing and e-commerce, and also omni-channel – integration of all channels of marketing and trading activity are outlined.