The role of marketing in the Kazakhstan mass media

Abstract

The article is devoted to the problems of marketing research in the media. The challenges facing marketing services, as well as their structure, are not uniform. Most likely, the management's understanding of marketing opportunities in the media plays a crucial role here. In the article the concept of «marketing» is considered as the regulation of production and sale of goods and services to achieve the goals of the company on the basis of taking into account the requirements of consumers and the conditions prevailing in the market. Media marketing is the process of regulating the production and sale of media products, in order to achieve the goals of producers of these products based on the preferences of consumers and the conditions of the media market. Media production is a specific type of product, so the methods of marketing approach to them also have a certain specificity.