Marketing-finance interface Institutional investors' investment horizon Marketing expenditures Research and development spending Environmental turbulence Firm value and performance

Market activity is performed at maximum customer orientation through the use of advances in technology and information technology. The purpose of this study is to use effectively modern marketing management principles to address exchange processes coordination, which are closely related to the market and society. Sources of evidence for this article are as following: L.A Danchenok, S.V Laskovets - Marketing management, textbook, 2010. V. Capon, J. Kolchanov,Makhalbert Managing Marketing in the 21 Century: Developing and Implementing the Market Strategy.The article argues that marketing as the science about management of the commodity-money relations in society integrates such major categories as "quality of life", "security of production and consumption", "human values", "ecology environment", "social responsibility." Effective management of marketing first of all reflects extent of harmonization of society and a level of quality of the listed categories.