Marketing management in retail chains

In the modern market relations, marketing plays one of the most important roles in the economy of the enterprise. The market economy shifts the focus in the center of economic activities, which is enterprise. Proper establishment of marketing structures affects the functioning of the enterprise as a whole and its financial activities. In the modern market, retail chain strengthen their positions, few skeptics will challenge the fact. It should be noted that this type of activity is present in a variety of industries: insurance, food, services, technology etc. But the most developed is the market of FMCG (fast moving customer goods). Today, there is a trend of displacement of small businesses by the predominating chains. The research topic was not chosen accidentally as it is relevant in the modern realities of the Russian economy. Marketing management in the enterprise is widely studied by foreign researchers, practitioners and theorists in those countries that have positive long-term experience in the field of marketing and its application. In Russia this issue is insufficiently studied, especially when its practical application in the enterprises of the domestic retail chain is concerned. © 2017 Serials Publications Pvt. Ltd.