ORGANIZATIONAL PROVISION OF THE MARKETING TECHNOLOGIES USE AT TRADING ENTERPRISES
Journal Title: Економіка розвитку - Year 2014, Vol 72, Issue 4
Abstract
On the basis of market research into retail enterprises the necessity to develop methods of forming and implementing marketing techniques has been grounded. A scheme of the process that describes the operating procedures and the use of certain tools required to develop and implement marketing techniques has been formed. The process of adapting marketing techniques and their optimization based on a cross-marketing approach has been examined. The topicality of integration of marketing technologies and its influence on the effectiveness of the enterprise activity has been proved. A system of indicators developed based on the concept of a Balanced Scorecard, which allows determining the effectiveness of marketing technologies through quantitative and qualitative evaluation parameters has been proposed.
Authors and Affiliations
А. Shymko
Keywords
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