THE COMPONENTS OF INTELLECTUAL MARKETING CAPITAL
Journal Title: Економіка транспортного комплексу - Year 2019, Vol 33, Issue
Abstract
In modern conditions of doing business, the role of intellectual marketing capital in improving the value of the enterprise is increasing. However, in a small number of existing scientific works devoted to this issue, there is no consensus regarding the components of marketing intellectual capital, there are no indicators of the sensitivity of enterprise value to the factors related to marketing intellectual capital. The purpose of this article is the analysis of modern scientific approaches to the formation of marketing assets of an enterprise, as well as determining the factors of formation of marketing sources of enterprise value and indicators of their evaluation. Based on the analysis of scientific research on intellectual capital and its constituent - marketing intellectual capital, the article provides its own definition of the concept of intellectual capital and its integral part - intellectual marketing capital. The composition of the intellectual marketing capital of the enterprise, which includes such factors as customer loyalty, marketing strategy, reputation, marketing information system, brand, is substantiated. The structure of these factors, including two levels, is offered. Based on the analysis of intellectual marketing capital factors, indicators have been determined that measure the sensitivity of enterprise value to each of the selected factors. The results obtained in the article are of both theoretical and practical importance. The theoretical value consists in the further development of the provisions related to the determination of factors influencing the level of capitalization of the enterprise. The practical application of the provisions given in the article to the definition of marketing intellectual capital and indicators for its evaluation will enable managers to make management decisions to increase the capitalization of enterprises.
Authors and Affiliations
A. KONONOV
Keywords
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- EP ID EP591465
- DOI 10.30977/ЕТК.2225-2304.2019.33.0.60
- Views 141
- Downloads 0
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