Key marketing tools formation and application in business management

Main Article Content

Kateryna Orlova


The key marketing tools in business management have been identified. It has been proven that marketing plays an extremely important role in providing the effectiveness of enterprises’ functioning. Marketing has been considered as an activity which is aimed at identification and satisfaction of consumers’ needs. It has been stated that the rational use and combination of marketing tools form an important prerequisite for the sustainable and effective functioning of business subject. The key marketing tools have been defined and grouped according to their spheres of use. Three main groups of marketing tools have been proposed: market and environment of functioning analysis tools; tools for formation of activity strategy; formation of a communication policy tools. The brief description of the main marketing tools has been provided. The importance of the rational and efficient use and combination of marketing tools has been proven.

Article Details

How to Cite
ORLOVA, Kateryna. Key marketing tools formation and application in business management. Economics, Management and Sustainability, [S.l.], v. 3, n. 2, p. 76-84, nov. 2018. ISSN 2520-6303. Available at: <>. Date accessed: 19 dec. 2018. doi:


Afonina, A. (2015). Strategic Management Tools and Techniques and Organizational Performance: Findings from the Czech Republic. Journal of Competitiveness, 7(3), 19-36.
Bachmann, F., & Vaculík, J. (2008). Instruments for the marketing of services and their implementation. Retrieved from
Bendle, N. T., & Wang, X. (S.) (2017). Marketing accounts. International Journal of Research in Marketing, 34 (3), 604-621.
Burnett, J. (2008). Core Concepts of Marketing. Retrieved from
Cegliński, P. (2016). Use of strategic marketing management tools in contemporary enterprises. Marketing i Zarządzanie, 5 (46), 9–16.
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2017) Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition. Journal of Marketing, 81 (5), 1-15.
Fuchedji, V. (2013). SWOT-analysis as a tool of anti-crisis financial management. Actual problems of development of region’s economy, 9 (2), 156-161. Retrieved from [In Ukrainian].
Goi, C. L. (2005). Marketing Mix: A Review of ‘P’. Journal of Internet Banking and Commerce, 10 (2). Retrieved from
Kjeldgaard, D., Askegaard, S., Rasmussen, J. Ø., & Østergaard, P. (2017). Consumers’ collective action in market system dynamics: A case of beer. Marketing Theory, 17(I), 51-70.
Kotler, P., & Keller, K. L. (2012). Marketing Management. (14th ed.). New Jersey: Prentice Hall.
Lehkyi, O., & Sokhatska, O. (2016). Development of marketing communications tools of breweries in the digital economy. Intellect-ХХІ, 5, 84-90. [In Ukrainian].
Maslak, O., & Romanenko, S. (2010). Application of marketing tools in e-commerce. Herald of Kremenchuk Mykhailo Ostrohradskyi State University, 1(1), 183-186. [In Ukrainian].
Milichovský, F. (2013). New tools for effective marketing communications. Acta Univ. Bohem. Merid., 16(1), 35-43. Retrieved from: /279058115_New_Tools_for_Effective_Marketing_Communications.
Patel, D. (2017). 10 Tools Helping Companies Manage Big Marketing Data. Retrieved from
Porter, M. (1998). Competitive strategy. Techniques for analyzing industries and competitors. New York: The Free Press.
Quality management. (n.d.). Retrieved from [In Russian].
Rigby, D., & Bilodeau, B. (2015). Management tools & trends 2015. Retrieved from
Rossokha, V. (2012). Industrial and consumer marketing: features and tools. AgroInKom, 7-9, 85-89. [In Ukrainian].
Šonková, T., & Grabowska, M. (2015). Customer engagement: Transactional vs. relationship marketing. Journal of International Studies, 8(1), 196-207.
State Statistics Service of Ukraine. (n.d.). Retrieved from [In Ukrainian].
WebFinance Inc. (n.d.). Business Dictionary. Retrieved from