USE OF STRATEGIC MARKETING IN THE MANAGEMENT PRACTICE OF ENTERPRISES
Journal Title: Вісник Одеського національного університету. Економіка. - Year 2017, Vol 22, Issue 10
Abstract
The article substantiates the feasibility of using strategic marketing as a priority direction in the management of enterprises, taking into account theoretical and methodological principles and practical tasks of socio-economic development. It is proved that the formation of the marketing strategy of enterprises ought to be rooted in market requirements and needs, and should rest on research, analysis and systematisation of characteristics of the internal and external environment of firms. Based on the results of an expert survey of leading experts, an assessment of the current state of strategic marketing in the management practice of enterprises has been made, relevant conclusions have been drawn and suggestions for further research in this direction have been presented.
Authors and Affiliations
I. V. Boychuk
Keywords
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