THE RESEARCH PAPER HIGHLIGHTS THE INTERNAL AND EXTERNAL FACTORS THAT INFLUENCE THE CHOICE OF MARKETING TOOLS OF ENTERPRISES
Journal Title: Бізнес-навігатор - Year 2018, Vol 1, Issue 44
Abstract
It is proved that the marketing strategy and activity of the enterprise depends on its organizational structure and size of the enterprise. The analysis of the relationship between the marketing tools and organizational structure has been made, which allowed to distinguish characteristic marketing tools depending on the size of the enterprise and its organizational structure. It has been concluded that the organizational structure depends on the size of the enterprise and at the same time affects the marketing tools of the enterprise. In addition, the organizational structure affects the size and scale of the marketing department.
Authors and Affiliations
O. J. Krasovska
Keywords
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