The concept of institutional marketing: the market mechanism and the main components
The article substantiates the possibility of formation of institutional marketing, which, in the author's opinion, logically complements the market mechanism of institutional economy with applied tools. Institutional marketing is defined as a systematic activity to meet the needs of economic agents in establishing rules, norms and mechanisms of market behavior, as well as in goods and services for the purpose of effective social reproduction. The mechanism of the institutional market, where the laws of supply and demand operate through the price level, is studied. The features of the institutional market are revealed: the third market participant - the state-acts as a guarantor of the market transaction. The marketing specificity of the "Institute" as a commodity is specified. From the author's point of view, the Institute as a product has both common features in relation to all objects of marketing, and specific differences. The properties of goods "Institute", categories of goods, assortment, stages of life cycle are allocated. Keywords: institutional marketing, institutional market, institution, demand, supply, transaction, goods, properties. The main components of the concept of institutional marketing are proposed: objects, subjects, goals, principles, functions. The main goal is to meet the needs. The matrix of fundamentally functional positions of institutional marketing on the basis of utilitarian and regulatory approaches is developed. As a basic principle, the author proposes the principle of purposeful interaction, taking into account both social orientations of economic development and market ones. The principle of purposeful interaction in the conditions of prevalence of command and administrative methods of management assumes transition from monological bases to dialogue, from administrative and policy measures to preliminary discussion and coordination. The scheme of the concept of institutional marketing, which combines its main elements, is proposed. According to the author, institutional marketing is filled with a broader and deeper content of its activities, as it is a process of coordination of the organization's capabilities, customer needs and requirements of society.