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 87
- Downloads 0
Scientific-Methodical Approach to Forecasting Yield on Stocks, Taking into Account Investment Risks
The article determines that forecasting yield on stock transactions should be understood as such that by investing some money in the shares of another enterprise, the new shareholder acquires the right to part of the joi...
Modeling of the E-marketing Logistics Subsystem Using the Fuzzy Petri Net
The basis of the e-shop is its interaction, in particular, with the buyers, which may be considered in the framework of e-sales logistics subsystem. In this paper, the authors propose a fuzzy Petri net for modeling of pu...
Essence of Transformation of Logistic Centers in a System of Global Logistic Service
The article is aimed to define the evolution of essence of logistic centers in the process of establishing a global logistic system of the world economy. A global logistic center is defined as a link in the global supply...
Partitioning Algorithm of Statistical Analisys for Distributed DSS
The method of designing of the distributed systems of support of decision-making with partitioning algorithm of functional modules set for statistical analysis is considered.
Development of E-government in Ukraine: Institutional Aspect
The article is devoted to the topical problem of development of e-government in Ukraine. Its goal is to specify the e-government notion, analyse the modern state and identify ways of acceleration of development of the e-...