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Journal articles on the topic 'Development of marketing strategy at the enterprise'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

BOIKO, R. "FORMATION OF THE STRATEGY OF ENTERPRISE DEVELOPMENT." Herald of Khmelnytskyi National University. Economic sciences 274, no. 5 (2019): 19–24. https://doi.org/10.31891/2307-5740-2019-274-5-19-24.

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In the article the main problems of forming an effective strategy of diversification of the product range of the company are presented in the market. It is indicated on the relevance of the topic under conditions of market relations for enterprises. The works of scientists involved in the study of these issues have been analysed, and insufficiently investigated aspects are singled out. It is noted that in the complex dynamic conditions of the functioning of modern enterprises the value of strategic behaviour has increased dramatically, which will allow companies to survive in the competitive s

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2

BOIKO, R. "FORMATION THE STRATEGY DEVELOPMENT OF ENTERPRIZE." Herald of Khmelnytskyi National University. Economic sciences 286, no. 5 (2020): 23–29. https://doi.org/10.31891/2307-5740-2020-286-5-5.

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In the article the main problems of the management of the effective strategy of development of the enterprise on the market are discussed. It is indicated on the relevance of the topic under conditions of market relations for enterprises. The works of scientists involved in the study of these issues have been analyzed, and insufficiently investigated aspects are singled out. It is noted that in the complex dynamic conditions of the functioning of modern enterprises the value of strategic behavior has increased dramatically, which will allow companies to survive in the competitive struggle in t

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Shatalov, Danil Sergeevich. "Strategy development marketing commercial enterprise." Interactive science, no. 2 (April 19, 2016): 155–57. http://dx.doi.org/10.21661/r-18895.

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Gaponenko, Svitlana. "DEVELOPMENT AND IMPLEMENTATION OF MARKETING STRATEGY AT HOTEL BUSINESS ENTERPRISES." Actual Problems of Economics 1, no. 230 (2020): 40–51. http://dx.doi.org/10.32752/1993-6788-2020-1-230-40-51.

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The article further develops approaches to the formation and implementation of marketing strategies for different types of hotel business enterprises based on the construction of a generalizedglobal strategic marketing profile of hotel business enterprises (UGSMPG), determining the position of the company in the squares of the author's matrix "Marketing profile - potential", marketing research results priorities of consumers of hotel services and economic-mathematical modeling. It is also substantiated that the formation of the marketing strategy of the enterprise is carried out based on the g

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POIASNYK, Heorhii. "Methodology for ensuring the formation of marketing strategy of enterprise development." Economics. Finances. Law, no. 10 (October 29, 2021): 13–15. http://dx.doi.org/10.37634/efp.2021.10.3.

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Introduction. Market conditions pose new problems for economic entities. Currently, Ukrainian enterprises develop a plan of their market activity on the long and short term scopes on their own, meaning that all the enterprises independently choose the raw materials suppliers, range and volume of production, consumers, profits range, and the order of profits distribution. Therefore, the important part in the activities of an enterprise is the development and the implementation of the enterprise strategy. The purpose of the paper is to increase the theoretical and methodological basis for the fo

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Nan, Haoran, and Min Hu. "Corporate Marketing Strategy Analysis with Machine Learning Algorithms." Wireless Communications and Mobile Computing 2022 (August 28, 2022): 1–13. http://dx.doi.org/10.1155/2022/9450020.

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In the continuous development of Chinese enterprises, the ability to use reasonable and scientific marketing strategies is directly related to the economic benefits and social development of the whole enterprise and even society. This paper explains the importance of standardized enterprise marketing strategies based on machine learning, and on the basis of grasping the characteristics of large capacity, variety, fast flow, and high value of big data, this paper outlines and analyzes the problems that generally exist in China’s enterprises in machine learning-based marketing, so as to provide

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Imaraliev, Omurbek, and Sherbolot Mamataiyp uulu. "THE ROLE OF MARKETING IN THE DEVELOPMENT OF AN ENTERPRISE DEVELOPMENT STRATEGY." Alatoo Academic Studies 22, no. 3 (2022): 299–304. http://dx.doi.org/10.17015/aas.2022.223.36.

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This article, as the subject of research, examines the analysis of the current state and prospects for the development of enterprises in the country and marketing activities. The main goal of the study is the necessary and sufficient conditions for the application of the analysis of topical issues of the economy in the development of enterprises in the country, the accuracy of costs and income, and strategic development through marketing research activities. The article is based on the analysis of marketing research activities and the use of marketing information systems in the strategic devel

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Mudra, Mariia, and Qian Jing. "MODERN TECHNOLOGIES FOR THE FORMATION OF MARKETING MANAGEMENT STRATEGIES OF ENTERPRISES AS AN IMPERATIVE FOR THEIR INNOVATIVE DEVELOPMENT." Spatial development, no. 4 (June 26, 2023): 176–85. http://dx.doi.org/10.32347/2786-7269.2023.4.176-185.

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The essence and features of the main modern strategies of marketing activity of enterprises are considered through the prism of the latest management trends. It is substantiated that the system of marketing strategic management of the enterprise is the basis of the efficiency of its activity, which affects competitiveness and determines the direction of further development. An analysis of the evolution of the species diversity of marketing tools was carried out. The stages of formation and development of the enterprise's marketing management strategy are revealed. It is noted that the use of m

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Юсупов, А. Д. "Development of an enterprise marketing strategy." Экономика и предпринимательство, no. 8(121) (July 26, 2020): 604–9. http://dx.doi.org/10.34925/eip.2020.121.8.122.

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В динамичной рыночной системе с постоянными волнениями, изменениями и быстрой скорости передачи информации, компаниям недостаточно просто занять прибыльную нишу и хорошо вести текущую деятельность, необходимо разрабатывать долгосрочную стратегию и прорабатывать альтернативные варианты действий с оглядкой на возможные перемены. In a dynamic market system with constant excitement, change and fast speed of information transfer, it is not enough for companies to simply occupy a profitable niche and conduct good current activities, it is necessary to develop a long-term strategy and work out altern

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Saba Zedginidze, Saba Zedginidze, and Lia Berikashvili Lia Berikashvili. "Development of An Enterprise Marketing Strategy." Economics 105, no. 3-4 (2023): 163–73. http://dx.doi.org/10.36962/ecs105/3-4/2023-163.

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The article discusses the organization's strategic development theory within the competition framework. The authors analyze the activity of the enterprise and develop measures within the framework of its development strategy. The authors note that the strategy is a general, non-detailed plan of any activity, covering a long period, a way to achieve a complex goal, adapting to the changed conditions of existence in the market in the future, the tools of which are still unclear to the manager. According to the authors, the manager is a strategist, and the main goal of his strategy is the effecti

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Bilanenko, Oleksandr. "Features of developing a marketing strategy of a trade enterprise." Problems and prospects of economics and management, no. 1(41) (May 16, 2025): 255–64. https://doi.org/10.25140/2411-5215-2025-1(41)-255-264.

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The article is devoted to the study of the features of developing a marketing strategy of a trade enterprise in modern conditions. The role of marketing in the formation and strengthening of a brand of a trade enterprise is analyzed. It is studied that marketing helps an enterprise to study the market and consumers; to form competitive advantages; to attract and retain customers; to increase sales volumes and profits; marketing helps to optimize pricing and assortment management; to develop a brand; to adapt to changes; to implement a marketing concept in the activities of a trade enterprise,

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Shevchenko, Anna, and Olena Borysenko. "MARKETING APPROACH TO THE FORMATION OF MANAGEMENT SYSTEM FOR ENTERPRISE STRATEGIC DEVELOPMENT IN THE CONTEXT OF GLOBALISATION." Journal of International Legal Communication 1 (June 29, 2021): 186–96. http://dx.doi.org/10.32612/uw.27201643.2021.1.pp.186-196.

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In the context of global consumer and financial market formation, international economic institutions, taking into account special aspects of the present stage in economic development in Ukraine, it becomes necessary to focus enterprises on their own goods competitiveness not only in the domestic, but, moreover, at the foreign markets. In order to achieve objectives in view the enterprise should make maximum use of its internal resources, explore the market environment, predict its development and demands, using all tools of the strategic marketing. Special attention should be paid to the deve

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Tanasiichuk, Alona, Svitlana Kovalchuk, Oleksandr Nepochatenko, Oksana Froter, Eduard Kovtun, and Anastasiia Abdullaieva. "International Marketing Strategies for Sustainable Development of Enterprises." European Journal of Sustainable Development 12, no. 4 (2023): 513. http://dx.doi.org/10.14207/ejsd.2023.v12n4p513.

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A mechanism for developing and implementing an international marketing strategy for an agricultural enterprise to ensure its sustainable development, a feature of which is to adapt to the new conditions of international markets, is proposed. It is proved that the introduction of a mechanism for developing and implementing an international marketing strategy for an agricultural enterprise will result in a prompt response to changes in the relevant segments of the international market environment through the development and implementation of market research and development activities, preparatio

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Harastovska, A., and O. Pіetukhova. "Marketing strategy of dairy industry enterprises: essence of the concept and features of formation." Scientific Works of National University of Food Technologies 28, no. 6 (2022): 27–36. http://dx.doi.org/10.24263/2225-2924-2022-28-6-4.

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The article considers the concept of «marketing strategy» based on the analysis of scientific approaches of economists, both domestic and foreign. The lack of a unified interpretation of the "marketing strategy" was established. On the basis of the analyzed interpretations the own definition is formed. The article examines the essential characteristics of the concept of "marketing strategy" of the enterprise and summarizes the main aspects. It is determined that the marketing strategy of the enterprise is a general philosophy of doing business in the context of globalization, and it takes into

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Bahorka, Mariia, Tetiana Ustik, and Liudmila Kvasova. "SELECTION AND IMPLEMENTATION ALTERNATIVES FOR THE MARKETING STRATEGY OF ENTERPRISE MANAGEMENT." Green, Blue and Digital Economy Journal 1, no. 1 (2024): 1–8. http://dx.doi.org/10.30525/2661-5169/2024-1-1.

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The purpose of the article is to justify modern approaches to the choice of marketing strategies and to develop practical recommendations for their implementation and management in the activities of agricultural enterprises. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. Results. The article examines the essence of the peculiarities of the system of strategic management of marketing

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16

Wang, Kang. "Dilemma and innovation countermeasures of enterprise marketing under the background of big data and Internet of Things." Journal of Computational Methods in Sciences and Engineering 24, no. 6 (2024): 3420–33. https://doi.org/10.1177/14727978241295901.

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This paper studies the dilemma and innovation countermeasures of enterprise marketing under the background of big data and Internet of Things. Through questionnaire survey and simulation data analysis, it is found that the development of big data and Internet of Things technology has brought new opportunities and challenges to enterprise marketing. Enterprises should make full use of new technologies, improve the precision of marketing, build a multi-channel and integrated marketing model, strengthen internal collaboration and innovation capabilities, and optimize policies, regulations, and in

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17

Trunina, Iryna, and Kateryna Pryakhina. "Strategy of Economic Development of Small Enterprises." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 8(41) (2022): 234–44. http://dx.doi.org/10.32515/2663-1636.2022.8(41).234-244.

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The article defines that small enterprises are an important driving force of economic development. This is proved by the share of such enterprises in the total number of Ukrainian enterprises, namely 95,2 %. However, the analysis of domestic and international research on this topic proves the need for development and growth strategies by such enterprises. Theoretical concepts are defined: strategic management, small business strategy and small business subjects. The normative documents of Ukraine, which regulate the activities of small enterprises, namely the Law of Ukraine “On the development

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18

Lyshenko, Margarita, and Natalia Makarenko. "Theoretical founda-tions of the marketing concept of management and formation of a strategy for the development of the enterprise under conditions of sustainabi-lity." Ukrainian Journal of Applied Economics and Technology 8, no. 1 (2023): 33–40. http://dx.doi.org/10.36887/2415-8453-2023-1-5.

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The article examined the essence of the marketing concept of enterprise development management, studied the theoretical and methodological approaches to the formation of the marketing concept of enterprise development management, investigated the types of marketing concepts of enterprise development, and also analyzed the marketing tools used in the improvement of enterprise development management. It was established that the marketing activity of the enterprise should contribute to the acquisition of competitive advantages in conditions of instability and variability of the external environme

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19

Korniyenko, Ganna, Tetiana Кurman, Mykhailo Pokalchuk, Valerii Stanislavskyi, and Mykola Chabanenko. "Models for Supporting Agribusiness in the Face of Food Security Threats." Journal of Law and Sustainable Development 11, no. 3 (2023): e822. http://dx.doi.org/10.55908/sdgs.v11i3.822.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.  Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide rang

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20

Chunikhina, Tetіana, Mariia Saiensus, Andrii Sinko, Nadiia Iazvinska, Olha Klimovych, and Rostyslav Siryk. "Communication Strategies of Internet Marketing of Trading Enterprises." Journal of Law and Sustainable Development 11, no. 3 (2023): e820. http://dx.doi.org/10.55908/sdgs.v11i3.820.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.  Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide rang

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21

Komleva, N. S. "DEVELOPMENT OF A MARKETING STRATEGY FOR AN INDUSTRIAL ENTERPRISE AND ASSESSMENT OF ITS EFFECTIVENESS." Scientific Review: Theory and Practice 10, no. 9 (2020): 2036–46. http://dx.doi.org/10.35679/2226-0226-2020-10-9-2036-2046.

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A well-formed strategy allows any enterprise to have a more stable position in the market and make decisions with confidence in various situations. The efficiency of the enterprise depends on the process of forming a marketing strategy, its justification and implementation. This is due to the fact that it is the strategy that implies the setting of long-term goals and objectives for their implementation, the strategy sets the direction of activities and determines the tools for business development. The article presents the systematization of theoretical and practical approaches to the develop

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22

Sheptukha, Olena, Olena Vinnychenko, Tetiana Tokhtamysh, Maria Sukhonos, and Hanna Bazetska. "Formation of a marketing strategy for a construction company." IOP Conference Series: Earth and Environmental Science 1499, no. 1 (2025): 012078. https://doi.org/10.1088/1755-1315/1499/1/012078.

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Abstract The study of urban construction is relevant, since the development of this industry is continuous. The paper considers the issue of assessing, developing and supporting the marketing strategy of an enterprise engaged in the construction of urban infrastructure as an important element of the region’s recovery. Particular attention is paid to the development of a marketing complex for a construction enterprise, which is the basis for forming a strategy for its development. However, enterprises in the construction industry in modern conditions often face such challenges as a shortage of

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LAGODIIENKO, Volodymyr, Tetiana SAVCHENKO, and Olena NICOLUK. "MARKETING PRODUCT POLICY AS A TOOL FOR THE INNOVATIVE DEVELOPMENT STRATEGY OF BAKERY ENTERPRISES." Bulletin of East European University of Economics and Management, no. 2(32) (2024): 253–63. https://doi.org/10.58253/2078-1628-2024-2(32)-019.

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The article considers the influence of the innovation strategy on the formation of the marketing product policy of bakery enterprises. A balanced approach to managing the assortment of a bakery enterprise is proposed. It is established that the definition of the marketing product policy of the enterprise is influenced by the level of satisfaction of consumer needs, the intensity of competition in the bakery market, and the enterprise's capabilities for implementing innovations. According to the results of the study, the most effective type of marketing product policy of a bakery enterprise for

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24

Krasnorutskyy, Oleksiy. "CONCEPTUAL PRINCIPLES OF FORMATION MARKETING STRATEGY OF AGRICULTURAL ENTERPRISES IN THE CONDITIONS OF WARTIME." Actual problems of innovative economy and law 2023, no. 3 (2023): 48–59. https://doi.org/10.36887/2524-0455-2023-3-8.

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The article is devoted to the characteristics and justification of improving the mechanism of formation of the marketing strategy of agrarian enterprises in wartime conditions. It was determined that the marketing strategy acquires the status of a priority in the system of enterprise strategies and should be organically combined with the overall corporate strategy. It was found that there are different approaches to revealing the essence of the terms "marketing", "marketing management", and "marketing strategy", which require their author's definition. In the article, marketing is understood a

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25

Redka, Valeriia, and Ihor Ponomarenko. "DEVELOPMENT OF CUSTOMER-ORIENTED MARKETING STRATEGY." Vìsnik Sumsʹkogo deržavnogo unìversitetu 2022, no. 4 (2022): 224–31. http://dx.doi.org/10.21272/1817-9215.2022.4-23.

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Marketing strategy is an integral component of the successful business activity of a modern enterprise in any field of economic activity. The work presents the results of research into the need for a client-oriented marketing strategy for business. The purpose of the work is to study the important stages of creating a client-oriented marketing strategy for an enterprise. The main stages of market segmentation and its key characteristics have been identified. Considered opportunities to provide customers with the best service, differentiation, and positioning of the enterprise on the market. Th

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26

Chunikhina, Tetіana, Mariia Saiensus, Andrii Sinko, Nadiia Iazvinska, Olha Klimovych, and Rostyslav Siryk. "Communication Strategies of Internet Marketing of Trading Enterprises." International Journal of Professional Business Review 8, no. 5 (2023): e01775. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1775.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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27

Korniyenko, Ganna, Tetiana Кurman, Mykhailo Pokalchuk, Valerii Stanislavskyi, and Mykola Chabanenko. "Models for Supporting Agribusiness in the Face of Food Security Threats." International Journal of Professional Business Review 8, no. 5 (2023): e01876. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1876.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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28

Purwoko, Agus, Iskandar Muda, Pindi Patana, and Azda Fanya Ramadhany. "Willingness to Pay Analysis, Ideal Price and Determinants of Visitor Entrance Ticket Prices in Tangkahan Nature Tourism Area, Gunung Leuser National Park." International Journal of Professional Business Review 8, no. 5 (2023): e01358. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1358.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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GORETA, LIUBOV. "MARKETING STRATEGIC ANALYSIS AS A MEANS OF ENERGY SAVING MEASURES FORMATION AT INDUSTRIAL ENTERPRISES OF UKRAINE." Herald of Khmelnytskyi National University 292, no. 2 (2021): 54–59. http://dx.doi.org/10.31891/2307-5740-2021-292-2-9.

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The article proposes the using of a marketing strategic analysis tool ‒ the GE / McKinsey matrix. The matrix is based on two factors: «enterprise competitiveness» and «market attractiveness». The proposals were tested at the machine-building enterprise of Public JSC NASOSENERGOMASH (Sumy, Ukraine). The enterprise`s strategic state is determined; the marketing strategy of the enterprise development is proposed and a set of energy saving measures is formed. For formations of the marketing strategy of Ukrainian industrial enterprises it is necessary to conduct a strategic analysis of the market s

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Chen, Tian, Tingyu Ran, and Rui Yang. "The Influence of Entrepreneur Characteristics on Business Development." Highlights in Business, Economics and Management 4 (December 12, 2022): 116–26. http://dx.doi.org/10.54097/hbem.v4i.3437.

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The rationality of enterprise decision-making is the guarantee for the sustainable development of the enterprise, which also determines whether the enterprise can survive during the major crisis. As leaders of enterprises, entrepreneurs have an important influence on the development of enterprises and different characteristics of entrepreneurs will directly affect the development of enterprises as well. By collecting a large amount of data and using the research method of grounded theory, this paper uses Nvivo11 qualitative analysis software to systematically analyze the personal characteristi

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Xiao, Mengyang. "The Characteristics of Enterprise Brand Marketing in the New Media Era." Lecture Notes in Education Psychology and Public Media 50, no. 1 (2024): 256–61. http://dx.doi.org/10.54254/2753-7048/50/20240964.

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With the advent of the new media era, new media technology has been gradually integrated into the marketing communication strategy, and for the brand marketing of enterprises, communication development has created new opportunities to expand the new development space. In the face of various apps such as Tiktok, YouTube, Instagram, etc., which are produced under the background of new media, the brands of various enterprises have also produced new marketing and communication methods. The emergence of new media technology makes the traditional communication strategy can no longer meet the enterpr

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SHEVCHENKO, А.V., А.R. VILENSKYI, and L.S. PUSTOVOIT. "The role of marketing strategy in the activity of domestic companies." Market Relations Development in Ukraine10 (209) 2018 140 (January 10, 2019): 69–74. https://doi.org/10.5281/zenodo.2537303.

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The subject of the study – methods and approaches to evaluation the impact of marketing strategy on the economic development of domestic enterprises. The purpose of the article is to analyze and define the role of marketing strategy in the business activity of enterprises under the current conditions of business environment and to describe the sequence of the process of forming a marketing strategy of the enterprise. Methodology of work – the provision of the theory of marketing and marketing activities of the enterprise, the problems of marketing strategies development and impleme

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Liu, Yongteng, and Haonan Zhang. "Research on the Product Marketing Strategy of Xinte Technology Co., Ltd. under the background of “Double Carbon”." East Asian Trade Association 4, no. 2 (2022): 1–13. http://dx.doi.org/10.47510/jeat.2022.4.2.1.

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Purpose - Based on the PEST analysis method and 4V marketing theory, this paper points out the problems of product marketing strategy and puts forward some optimization strategies to help Xint Technology Co. At the same time, by helping enterprises to build ESG development strategies, promote regional green economy, provide references and suggestions for other similar enterprises, and help achieve the double carbon goal early. Design/Methodology/Approach - First of all, this paper uses the method of literature investigation, searches the authoritative data related to the research object

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Yelistratov, D. "MARKETING AND ITS PLACE IN ENTERPRISE DEVELOPMENT." Visnyk Universytetu “Ukraina”, no. 13 (40) (2025): 65–74. https://doi.org/10.36994/2707-4110-2025-13-40-07.

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The article examines the role of marketing in the development of an enterprise, its main functions and tools. The impact of marketing potential on the competitiveness of enterprises is analyzed, as well as their importance for meeting consumer needs. The relationship between marketing and marketing potential. Modern marketing and its influence on the development of enterprises. Current trends in marketing are highlighted. The main objective of the article is to understand the role of marketing in the enterprise in the current market, in the conditions of changes accompanied by globalization, t

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Gogol, Inna. "MAIN FACTORS OF FORMATION AND METHODS OF IMPLEMENTATION OF MARKETING STRATEGY OF AGRICULTURAL ENTERPRISES." Economic discourse, no. 4 (December 30, 2020): 27–33. http://dx.doi.org/10.36742/2410-0919-2020-4-3.

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Introduction. The marketing strategy of the enterprise is outlined as a way to achieve the goals and a scientific way to manage the actions of economic entities in order to achieve the goal. For a successful solution the problems of development of any agricultural enterprise it is needed to develop marketing strategies based on increasing the efficiency of their activities and improving it in the future. The method of marketing strategy formation differs from each other, because enterprises are different in size and capabilities. It is necessary to choose different development strategies for e

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Parkhomenko, Nataliia, Iryna Otenko, Vasyl Otenko, and Oleksandra Gron. "ENTERPRISE DEVELOPMENT STRATEGY IN THE GLOBAL ENVIRONMENT." Academic Review 1, no. 60 (2024): 164–76. http://dx.doi.org/10.32342/2074-5354-2024-1-60-12.

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Enterprises develop and interact with the global environment. Their activities are influenced by various factors, and timely identification of the degree of their influence allows forecasting business development and reasonably choosing development strategies. The work is based on the hypothesis that in the global environment, under the influence of internal and external factors, tools can be developed for enterprise assessment and business strategy formation. The puprose of the paper is to develop a toolkit for evaluating an enterprise in a global environment for choosing a development strate

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Amelnytska, Olena, Olena Mizina, and Maryia Amelnytska. "IMPROVEMENT OF MARKETING STRATEGIC MANAGEMENT AT THE INDUSTRIAL ENTERPRISE." Economical 1, no. 1(22) (2020): 5–17. http://dx.doi.org/10.31474/1680-0044-2020-1(22)-5-17.

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Purpose. Development of theoretical foundations and development of methodological recommendations for the formation and improvement of marketing management strategies in industrial enterprises, taking into account the specifics of their industry affiliation. Method. The study of the essence and components of strategic marketing management is based on the methods of systems analysis and synthesis. The analysis of the stages of formation of strategic marketing management at an industrial enterprise is carried out on the basis of structural and logical methods. Results. The approaches of differen

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ZYMBALEVSKA, Yu. V., H. O. BRYZGHALOVA, and Y. O. OLSHANSKA. "Creation of a marketing strategy for the development of service sector enterprises." Market Relations Development in Ukraine №7-8(266-267)2023 153 (October 9, 2023): 129–35. https://doi.org/10.5281/zenodo.8420963.

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of enterprises in the service sector. The aim of the research is to determine the essence and main components of the formation of the marketing strategy of enterprises in the service sector. Research methods. When writing the article, general scientific and special methods of research into the essence and main components of the formation of the marketing strategy of enterprises in the service sector were used. Results of the investigation. As a result of writing the article, it was established that the formation of a marketing strategy for the development of enterprises in the service sector b

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Сангаджиева, Е. В., Д. Д. Харлаева, Р. В. Ширекинов, et al. "Marketing strategy for sales development of an agricultural enterprise." Экономика и предпринимательство, no. 12(125) (February 16, 2021): 832–36. http://dx.doi.org/10.34925/eip.2021.125.12.165.

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В статье предлагается маркетинговая стратегия развития сбыта сельскохозяйственного предприятия, которая поможет увеличить прибыль, тем самым обеспечив устойчивое функционирование предприятия. Представлен алгоритм достижения запланированных мероприятий сельскохозяйственного предприятия. The article proposes a marketing strategy for the development of sales of an agricultural enterprise, which will help increase profits, thereby ensuring the sustainable operation of the enterprise. An algorithm for achieving the planned activities of an agricultural enterprise is presented.

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Tan, Miaorou. "Digital Marketing Logic, Mechanism, Strategy and Evaluation." Advances in Economics, Management and Political Sciences 33, no. 1 (2023): 46–53. http://dx.doi.org/10.54254/2754-1169/33/20231631.

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Digital marketing is a marketing method based on digital technology and internet platforms. In recent years, with the popularity of mobile Internet and the development of social media, digital marketing has attracted more and more attention from enterprises and organizations and has become one of the important means to promote consumer purchases, enhance brand recognition and increase sales. This paper systematically expounds the underlying logic, mechanism, and strategy of digital marketing, reveals the important role of digital marketing in enterprise marketing, and provides theoretical and

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Pysarenko, Volodymyr, Lesia Kriuchko, Tetiana Ostapenko, and Olga Kubetska. "Marketing Strategy Development in the Management of Industrial Enterprise Competitiveness." Economics Ecology Socium 9, no. 2 (2025): 96–108. https://doi.org/10.61954/2616-7107/2025.9.2-7.

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Introduction. The rapid changes in external and internal factors form the features that ensure the competitiveness of enterprises. This requires not only a revision of marketing strategies and their objectives, but also a reconsideration of approaches to developing long-term marketing plans, as external conditions are constantly evolving. Therefore, the lack of resources for the functioning of marketing departments with a simultaneous increase in tasks necessitates a well-founded choice of the latest marketing tools. Aim and tasks. This study aims to determine the key factors affecting the dev

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Tsybko, N. O. "INDUSTRIAL ENTERPRISE MARKETING ENVIRONMENT IN THE MODERN COMPETITIVE MARKET." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences, no. 63 (December 21, 2021): 69–74. http://dx.doi.org/10.24025/2306-4420.63.2021.248547.

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The main stages of studying the marketing environment of the enterprise as a modern marketing methodology in the industrial market by its decomposition into constituent parts are considered. An example of the characterized consumer preferences required for the introduction of a new engineering industry product is suggested. The structure of machine-building enterprise internal and external marketing indicators underlying the study of the marketing environment in a competitive market is determined. The estimation model of consumer preferences of machine-building enterprises is presented. 

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Саламова, Э. Х., Н. З. Зелимханова, and З. О. Магомедова. "Analysis of the marketing strategy of the company's." Экономика и предпринимательство, no. 10(147) (February 21, 2023): 722–24. http://dx.doi.org/10.34925/eip.2022.147.10.138.

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Маркетинг является одним из основных элементов управления экономикой предприятия и является предпосылкой для выживания и развития предприятий. В рыночных условиях, если предприятие теряет маркетинговую инициативу, то будущее этого предприятия безнадежна. В данной статье основное внимание уделяется коннотации управления корпоративным брендом и маркетингом, а также проводится углубленный анализ важности маркетинга корпоративного бренда в новой экономической ситуации, эффективной стратегии маркетинга корпоративного бренда, а также важность управленческой и маркетинговой работы в надежде вдохновит

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Lysytsia, N. V. "Marketing strategy as a tool for ensuring the economic security of the enterprise." Ways to Improve Construction Efficiency 1, no. 51 (2023): 99–109. http://dx.doi.org/10.32347/2707-501x.2023.51(1).99-109.

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It has been proven that the creation of a system of economic security and its effective management is necessary to counteract and fight against various threats and dangers. The place of the marketing component in the economic security of the enterprise is defined. The importance of an effective marketing strategy for ensuring economic security and successful functioning of the enterprise is considered. Marketing is defined as a management function that seeks to increase the target market, build long-term relationships, satisfy customers, ensure desired profitability and strengthen competitive

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РЫБКИНА О.В., РЫБКИНА О. В., КАЛИНИНА Н. Ю. КАЛИНИНА Н.Ю., and МАКАРОВ Н. Н. МАКАРОВ Н.Н. "DEVELOPMENT OF A MARKETING STRATEGY FOR A KNOWLEDGE-INTENSIVE ENTERPRISE." Экономика и предпринимательство, no. 4(165) (June 25, 2024): 741–46. http://dx.doi.org/10.34925/eip.2024.165.4.144.

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В статье представлены результаты разработки маркетинговой стратегии наукоемкого предприятия. Проведен анализ маркетинговой стратегии по основным уровням: корпоративном, уровне бизнес-единиц и продуктовом уровне. При проведении анализа использовался метод БКГ, модель 5 сил конкуренции Портера, конкурентный анализ. Результаты анализа послужили основой для формирования иерархического дерева стратегий. Для разработки функциональной маркетинговой стратегии провели анализ и сформировали план мероприятий по созданию конкурентных преимуществ продукции наукоемкого предприятия. Результаты исследования п

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Іerko, Iryna, and Anastasia Rudyk. "ECOLOGICAL MARKETING AS A TOOL OF STRATEGY OF HOTEL BUSINESS AND TOURISM DEVELOPMENT." Economic journal of Lesia Ukrainka Eastern European National University 3, no. 23 (2020): 77–83. http://dx.doi.org/10.29038/2411-4014-2020-03-77-83.

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The essence of the concept of ecological marketing is considered. Different approaches and views on the essence of the concept of "environmental marketing" are clarified. The role of ecological marketing for the development of hotel enterprises around the world is proved. The understanding of ecological marketing in relation to the tools of its application is outlined and their differences are established. The definition of ecological marketing of the hotel enterprise is given. An overview of the application of environmental marketing in the largest hotel chains in the world. Problems of ecolo

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Piatachenko, Anna M. "DIGITALIZATION AS PART OF THE MARKETING STRATEGY FOR SMALL BUSINESSES." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/10, no. 151 (2024): 164–77. https://doi.org/10.36871/ek.up.p.r.2024.10.10.020.

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In the modern world, digitalization of the economy is becoming one of the key factors influencing the competitiveness of enterprises in all areas of activity. For the Donetsk People’s Republic (DPR), striving for sustainable socio-economic development, the introduction of digital technologies in the financial and economic activities of enterprises is of particular relevance. Thanks to the development of information technologies, the process of adapting all areas of the enterprise’s activity to modern conditions is taking place. One of the main conditions for the successful functioning of an en

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Korzh, Maryna, Andriy Gaievskyi, and Karyna Hurdzhyian. "Assessment of the enterprise marketing performance." Problems and Perspectives in Management 15, no. 4 (2017): 1–16. http://dx.doi.org/10.21511/ppm.15(4).2017.01.

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Nowadays, the Ukrainian economic system is facing difficulties because of country’s integration into the world globalization processes, and crisis phenomena create uncertainty and lack of stability to entrepreneurship that results in the increase in risk of international business processes. Therefore, assessing the marketing performance of a domestic enterprise under the instability is of particular interest. This requires for quantitative and qualitative system-based and situational reasoning of its marketing development plan. The main objective of the paper is to determine the methodological

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Лукина, Е., and E. Lukina. "Methodical Approach to Developing a Marketing Strategy." Scientific Research and Development. Economics of the Firm 7, no. 1 (2018): 26–36. http://dx.doi.org/10.12737/article_5ad9de218ee196.90014341.

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The dominant paradigm of strategic marketing is increasingly becoming the object of criticism and stimulates alternative approaches to selection or creation of the reference strategy. First of all, it is connected with the development of the resource concept of competitive advantages of enterprises and the new dominant logic of marketing, in which offers an innovative paradigm for managing development of business entities and promoting their products to target markets. The methodical approach for marketing strategy of a company formation, a concept of innovation potential of the company that d

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Guo, Qiyang, and Hui Xu. "Research on the Influence of Brand Marketing on Brand Relationship Quality Based on Marketing Strategy Model." Advances in Engineering Technology Research 4, no. 1 (2023): 594. http://dx.doi.org/10.56028/aetr.4.1.594.2023.

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The concept of brand relationship is put forward under the development background of relationship marketing and brand equity theory. With the development of relationship marketing theory, the marketing strategy model, which originated in the field of psychology, was introduced into the marketing field as a means to construct the characteristics and formation process of interpersonal relationship, and attracted the attention of marketing scholars. The introduction of marketing strategy model can better understand and analyze the psychological process of the relationship between consumers and br

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