The basis of this textbook is the theoretical foundations of the marketing mix. The essence
of marketing, the evolution of its concept, analysis of the marketing environment, marketing information
system, the basics of consumer and business buyer behavior, consumer-oriented marketing strategy
(segmentation, targeting, differentiation, positioning), as well as the basics of international marketing are
considered.
For the same course for full-time students of the specialty 6-05-0311-02 “Economics and Management”.