EFFECTIVE MARKETING STRATEGY AND ITS ROLE IN BUSINESS DEVELOPMENT
Journal Title: Інтелект ХХІ - Year 2017, Vol 6, Issue
Abstract
The article analyses an effective marketing strategy and its place in general tactic of business development. Research describes the main theoretical aspects and scientific positions of Ukrainian and foreign scholars towards the term “marketing strategy”. The author suggests her own definition of the marketing strategy as the mechanism providing the connection of the business' internal control with the realities of the environment. The basic components of the marketing strategy of the enterprise are also determined. The article describes the peculiarities of marketing strategy development and classifies them. There is a number of semantic elements inherent in this idea. It describes features that are typical for the marketing strategy of a modern business. The main tasks to be solved in the process of marketing strategy development are determined. The article also defines main questions that will help marketing specialists choosing the most suitable marketing strategy and ensure successful functioning of a company. It is proved that the marketing strategy of an enterprise is an instrument for efficient and successful work. The marketing strategy should be well defined and understandable for all that are responsible for the development and implementation of it.
Authors and Affiliations
Z. Kvasnii, O. Kvasnii
Keywords
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