Design of Business Processes for Marketing Activity

Abstract

As it is known, marketing plays a huge role in the activity of companies, which ensures the company's success in the market. Today the majority of companies have moved to process management, which because of some reason often is not applied to marketing activities and this has a negative impact on it. In order to correct the situation, this chapter serves the issues of design of business processes of marketing activities in the company. It is characterized by a marketing complex (4P model). Also, there are discussed holistic marketing features and marketing strategy issues, there are realized procedures which are necessary for management of marketing activities. But, the peculiarity of marketing activity is that, in addition to ERP-type programs, it is necessary to use a specialized marketing information system, which is due to the abundance and complexity of the models that must be used in the process of marketing evaluations. It is underlined that ERP-type and marketing information system must be used in the complex.