Conceptual Approach to Managing the Marketing Competence of Enterprises
Journal Title: Бізнес Інформ - Year 2013, Vol 8, Issue 0
Abstract
The article considers a topical problem of search and justification of conceptual provisions of managing marketing competence of enterprises. The goal of the article is justification of an approach to managing marketing competence of an enterprise and development of its key components that determine direction of managerial influence and architectonics of the managerial process. The author offers a conceptual scheme of managing marketing competence of an enterprise, which consists of the following components: object, item, goals, main principles, methods, stages of managing marketing competence of enterprises, strategies, criteria of assessment of effectiveness of management, and categorical mechanism. The article justifies that managing marketing competence should be based on the following principles: orientation at clients, competitive differentiation, information awareness, dialogue, adaptability. It argues that it is expedient to execute the management of marketing competence of enterprises through the following stages: preparatory, planning, organisational, motivational and control.
Authors and Affiliations
Irina Rvacheva
Keywords
Related Articles
- EP ID EP109902
- DOI -
- Views 109
- Downloads 0
Application of the Taxonomic Method for Assessing Influence of External Factors of Enterprise Competitiveness
The article analyses the use of the taxonomic method when assessing external factors of the meso-level enterprise competitiveness. It shows an example of calculations with obtaining a quantitative final result. Taxonomic...
International Integration Processes of Ukraine under Global Economy Transformation Conditions
The article considers theoretical and methodological approaches to revelation of integration aspirations of Ukraine through development of innovation economy by means of establishment of an international financial centre...
Formation of the Space of the Regional Investment Activity Factors
The article develops the methodology of the formation of space of investment activity factors which is based on the consideration of the objective and subjective conditions of activity: investment potential and investmen...
Organizational-Methodical Provision of Implementing the Mechanism for Management of Intellectual Property in the Context of Knowledge-Based Economy
The article is aimed at developing the organizational-methodical provision of implementing the mechanism for management of intellectual property in the enterprises, operating in the context of knowledge-based economy. In...
Essence, Nature and Motivation Value of Finance in the Context of Globalization
The article is aimed at studying the problems of corporate finance. Estimation of global financial markets has been carried out, which is an important task for the research of evolution directions as to their forms, mode...