THE IMPLEMENTATION OF THE MARKETING-ORIENTED APPROACH TO MANAGEMENT OF THE ENTERPRISE DEVELOPMENT UNDER THE CONDITIONS OF RESTRICTED RESOURCES
Journal Title: Інфраструктура ринку - Year 2018, Vol 15, Issue
Abstract
The feasibility of implementing the marketing-oriented approach to managing of the development of enterprises in terms of the resources restrictions and uncertainty of the business environment are investigated. Strengthening the marketing component in the enterprise management system is considered as a prerequisite for its gradual transformation. The features of the marketing-oriented approach, the objective necessity of implementing marketing tools in the management policy of modern enterprises are shown. The main problems of construction the marketing management systems at domestic enterprises, the conditions of their origin and nature are investigated. The advantages of the marketing-oriented approach regarding appearance of opportunities for companies to move from the strategy of “waiting” and gradual transition to development policy are justified.
Authors and Affiliations
T. A. Kotsko, I. A. Shehovtsova, O. V. Zharuk
Keywords
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