MARKETING SUPPLY OF THE ACTIVITIES OF ENTERPRISES AS THE COMPOSITION OF THEIR SUCCESSFUL DEVELOPMENT
Journal Title: Інноваційна економіка - Year 2017, Vol 72, Issue 11
Abstract
Purpose. The aim of the article is an overview of modern concepts of marketing support for the enterprise. Methodology of research. The theoretical and methodological basis of the research is the position of economic theory, scientific works of domestic and foreign scientists on the marketing of enterprises. The following research methods are used: the dialectical method of cognition – in the study of planning and substantiating the concept of marketing; theoretical generalization and comparison – for the development of the conceptual apparatus and the research of marketing support; abstract and logical – in the theoretical generalization of the essence and methods of marketing provision. Findings. The essence and content of the concept of marketing support are revealed. It is substantiated that the development of marketing support is a complex dialectical process of interaction of factors of the environment and purposeful influence of factors related to the production of competitive products that satisfies certain market needs. The essence, tasks, basic tools and principles of marketing support are considered and substantiated. Originality. The classification of marketing support of the enterprise is carried out. The basic principles of marketing provision are substantiated. The methodological principles of research of marketing support of enterprises are determined. Practical value. The obtained scientific positions and results of the research are the basis for solving practical aspects of the formulation of marketing support of the enterprise. The system of marketing provision, which provides a number of subsystems, the main of which are the subsystem of information, organizational, legal, economic, technical, social, and security is proposed. The establishment of marketing service divisions at the enterprise is substantiated.
Authors and Affiliations
Vitalii Nianko, Oleksandr Nezdorovin
Keywords
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