The Scientific-Methodical Approach to the Development and Implementation of Marketing Strategy into Activities of Enterprises in the Advertising Sector
Journal Title: Бізнес Інформ - Year 2016, Vol 7, Issue
Abstract
The article is aimed at substantiation of the scientific-methodical approach to the development and implementation of marketing strategy into activities of enterprises in the advertising sector. The approaches to defining the concept of «marketing strategy», available in the national scientific literature, have been provided. The author's vision as to importance of an integrated approach to marketing strategy in terms of enterprises in the advertising sector has been formulated as a process to develop a marketing strategy, evaluation of the enterprise's readiness to its introduction and substantiation of the corrective measures on the perception of such a strategy. Stages of marketing strategy for enterprises in the advertising sector have been proposed, an evaluation of the readiness for implementation by such enterprises has been carried out. To this end the methods have been used, which are based on both the expert assessments and the level of manifestation of each attribute in the enterprise. A result of a generalized evaluation of readiness to implement marketing strategy by the advertising sector enterprises according to the twelve attributes listed by the authors has been provided, the respective conclusions have been drawn.
Authors and Affiliations
Natalia Pedchenko, Tetiana Iakovenko
Keywords
Related Articles
- EP ID EP128559
- DOI -
- Views 93
- Downloads 0
Priorities of Formation of System of Managing a Public-Private Partnership in the National Economy
The article is aimed at substantiation of the theoretical and methodological foundations of structure of system of managing a public-private partnership (PPP), and selection in the main levels of the managerial functions...
Economic Relations of Social Investment
The essential role of social investment for development of a contemporary community has been specified. The composition of participants of economic relations of social investment has been generalized. This provided to su...
Methodical Guidelines for the Economic Security Management of an Enterprise
The paper defines the components of the concept of economic security, marks the position of the scholars concerning the interpretation of the content of economic security, and provides the main functional goals of econom...
Sustainable Development of Oil and Gas Complex and Financial and Organizational Arrangements for its Provision
The problems associated with the sustainable development of energy (oil and gas) companies in the context of their investment needs the development of energy-saving and environmental technologies. Substantiated financial...
The Contemporary Factors of Establishing a Product Strategy of Tourism Enterprise
The article is aimed at evaluating the theoretical and practical aspects that define a product strategy of tourism enterprise. The necessity to use the structural-value approach in establishing a product portfolio of tou...