ENTERPRISE MARKETING POTENTIAL ASSESSMENT THROUGH EVALUATION OF THE CORRESPONDENCE BETWEEN ITS GOALS AND MARKET NEEDS
Journal Title: Економіка розвитку - Year 2013, Vol 68, Issue 4
Abstract
The approaches to determining the elements and structuring of the category "potential" are systematized. An approach to the identification of the essence of the marketing potential of an industrial enterprise on the basis of existing strategic gaps is suggested . The technology of estimation of the enterprise marketing potential is improved due to considering its level of strategic adequacy manifested through internal, external, synergistic and compensatory aspects. Ways of securing the strategic adequacy of an enterprise are discussed and the necessity of their presentation as benchmarks for the system of marketing management is proved.
Authors and Affiliations
A. Pylypenko , К . Berezovskyi
Keywords
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