A Systematic Approach to Managing the Modern Marketing Mix
In the present article, the main approaches to the management of modern marketing complex (SCCM) are studied in detail: system, process, situational. Scientific novelty lies in the disclosure of the content of SCM and recommendations for the use of a model of a systematic approach to the management of SCCM. The contribution of the world scientists to the creation of the SCCM theory is highlighted in the logical sequence. Noting the activation of electronic advertising in the SCCM, the author rightly concludes that in order to obtain synergy from the practical use of the SCCM directions, it is necessary to focus on the modern concept of holistic marketing, and system, process and situational approaches to the management of a modern complex of marketing communications.