THE PROCESS OF STRATEGIC MANAGEMENT OF MARKETING ACTIVITY DEVELOPMENT: SUBSTANTIATING ITS PROACTIVITY

Problems of production management

Abstract

The article considers' two types of strategic management: reactive (response of the enterprise to actions of partners, consumers, etc., i. e. the external subject and the internal condition) and proactive (attitude to the enterprise and its actions in the external environment and forecasting of internal environment’s economic resources use). It is pointed out that proactive management corresponds to modern marketing as philosophy of business as the latter forms the market concerning the positive perception of the enterprise actions.