Improvement of Information and Analytical Support of Strategic Marketing Management of Confectioneries
Journal Title: Бізнес Інформ - Year 2013, Vol 12, Issue 0
Abstract
The article develops and offers to introduce a mechanism of information and analytical support of strategic marketing management of confectioneries, which consists of seven components of various hierarchical levels: macro-marketing and micro-marketing environments, trade, infrastructure, consumer, resource and production and organisational components. A confectionery can justify an optimal marketing strategy within this mechanism, due to consideration of the state of external environment and its impact on internal environment with application of strategic management tools. The author identifies direction of influence of external environment components upon key business processes of strategic marketing management, reveals the nature of transformation of main qualitative indicators of marketing management by means of improvement of its information and analytical support and offers to introduce a system of quantitative indicators of its efficiency. The offered scorecard should become the basis of the methodology of assessing efficiency of information and analytical support of strategic marketing management.
Authors and Affiliations
Mykhaylo Yanevych
Keywords
Related Articles
- EP ID EP115602
- DOI -
- Views 95
- Downloads 0
The investment development of the transport company and its financial security
The article considers the role of transport infrastructure in the development of national economies and development prospects of the company Ukrzaliznica, assessed the state of logistics and content of the investment pol...
The Tourism and Recreation Cluster Strategic Management Development Organizing
Scheme of hierarchical representation of the strategic management of tourism and recreational cluster developed. As the basis of the strategic process at the selected cluster activation integrative trends and consistentl...
European Banking Union and its Role in Strengthening EU Financial Security
The article analyses revolutionary changes of architecture of the European banking system - creation of the European Banking Union and related introduction of a common mechanism of supervision over banking systems of mem...
Tourism Services: Marketing Specifics and Current Status of the Market
The article considers the concept of tourism service and its features that distinguish it from other services and goods in general, market of tourism services, specifics of tourism product and importance of tourism in th...
Establishing the Accounting Policy as to the Transaction Costs of Hotel Industry Cluster
The article is aimed at studying the issues of accounting and optimization of transaction of costs of the enterprises of hotel industry. The current status of the hotel enterprises clustering in the world and in Ukraine...