Forming the concept of integrated marketing management of the company

The article presents the results of the author''s research on the formation of the concept of integrated marketing management of the company. The evolutionary development of the Russian economy and the corresponding development of marketing models are analyzed. The background of the formation of the concept of integrated marketing management and the factors of the external and internal environment, under the influence of which it is formed, are formulated. It is proved that at the present time in the Russian economy the models of early integrated marketing are developing at the functional, interfunctional and corporate level. The article presents the results of the author''s empirical study of 353 respondent companies, which resulted in the formation of 5 marketing models, identified by the degree of integration of marketing into the company''s management system.