An Economic Substantiation of Marketing Activities Concerning the Development of Competitive Advantages of Enterprise
Journal Title: Бізнес Інформ - Year 2015, Vol 9, Issue 0
Abstract
The article is aimed at studying strengths and weaknesses of the existing approaches to definition of the economic evaluation of measures in the course of marketing and distribution activities of enterprises as well as problems arising in the process of this evaluation, in order to provide further development of a methodical approach to the evaluation and substantiation of marketing activities on development of the competitive advantages of enterprise. It has been determined that existing approaches do not allow to the full extent determine the causes and preconditions that contribute to efficiency and effectiveness of the marketing activity impact on competitiveness. It has been indicated that insufficient clarification remains relevant for the theoretical and methodical aspects of concentration of marketing measures, which are being developed in the framework of the respective functional strategy, on solving the problems of achieving competitive advantage and strengthening the competitive position of enterprise. From the author's point of view, addressing of this task requires a necessary strengthening of selectivity in applying the tools of the marketing impact (based on the in-depth market segmentation and a substantiation of priorities for the formation and implementation of a balanced product policy). Prospect of further research in this area is study on additional strategic planning of the procedures for the formation and use of the competitive advantages of enterprises.
Authors and Affiliations
Hanna Ryabik
Keywords
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