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Journal articles on the topic 'Enterprise marketing'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Potapiuk, Iryna. "Marketing management system of agricultural enterprises." Ukrainian Journal of Applied Economics and Technology 8, no. 3 (2023): 360–64. http://dx.doi.org/10.36887/2415-8453-2023-3-56.

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Transforming the essence of marketing activity, determining its role and place in the enterprise management system, and filling the concept of marketing management with new content is due to radical changes in the system of global market relations. Today, profound changes are taking place in management and marketing under the influence of the transformation of world economic processes. From an ordinary function, the latter turns into the main integrating one and occupies a leading position in the management hierarchy. Traditional management has been replaced by marketing management. Agricultur

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2

ЛАРКА, Людмила. "ФОРМУВАННЯ ПОРТФЕЛЮ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ ПІДПРИЄМСТВА В УМОВАХ ВІДНОВЛЕННЯ ЕКОНОМІКИ УКРАЇНИ". Herald of Khmelnytskyi National University. Economic sciences 324, № 6 (2024): 128–32. http://dx.doi.org/10.31891/2307-5740-2023-324-6-20/2.

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The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities

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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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Rumyk, Ihor, and Serhii Pyzhianov. "ECONOMIC APPROACHES TO THE FUNCTIONING OF THE MARKETING SYSTEM AT INDUSTRIAL ENTERPRISES." "Scientific notes of the University"KROK", no. 4 (December 30, 2022): 9–19. http://dx.doi.org/10.31732/2663-2209-2022-68-9-19.

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The article examines the current issues of organizing marketing activities and the functioning of modern marketing systems at industrial enterprises. The main goal of marketing activity of industrial enterprises is determined. Based on this, the authors formulated the task of marketing industrial enterprises. The content of the enterprise's marketing activity is defined and all its modern components are described in detail. The structural approach to the economic description of the process of managing the marketing activity of an industrial enterprise is applied, its main stages are indicated.

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Jie, Max Zhang, and Joel G. Matamis. "The influence of network marketing on the performance of LQY Agricultural Development Co." Executives 2 (May 31, 2021): 41–54. https://doi.org/10.5281/zenodo.10211872.

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With the continuous development of network technology, on the one hand, people's lifestyles have changed a lot. On the other hand, business activities also face new challenges because of the Internet. Various industries are linked to information technology. The use of Internet technology for management has been an important way for many enterprises to manage. At the same time, traditional industries are facing many challenges while developing rapidly. The use of the Internet for planning and marketing has also become an important marketing tool for traditional enterprises. Internet marketing,

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Jia, Dian, Honghou Zhang, and Xiaoyang Han. "Construction of Enterprise Marketing Management System in Digital Economic Environment from the Perspective of Green Ecology." Sustainability 15, no. 2 (2023): 1299. http://dx.doi.org/10.3390/su15021299.

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In the context of the digital economy, the speed of enterprise development is becoming faster and faster. To understand and establish the environment of network marketing, we must first understand the obstacles. Successful establishment depends on its promotion in society and the active participation of the government and enterprises. Only with the active cooperation of all parties can network marketing be rapidly established. At present, the marketing methods adopted by many enterprises are very traditional. These management methods are not only inefficient, but also present problems such as

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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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Mitchell, Alex, Judith Madill, and Samia Chreim. "Marketing and social enterprises: implications for social marketing." Journal of Social Marketing 5, no. 4 (2015): 285–306. http://dx.doi.org/10.1108/jsocm-09-2014-0068.

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Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded th

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CHENTSOV, Artem. "ENTERPRISE MARKETING ACTIVITY ORGANIZATION THROUGH SYSTEM-REFLEXIVE PARADIGM DEVELOPMENT." Ukrainian Journal of Applied Economics 5, no. 4 (2020): 230–37. http://dx.doi.org/10.36887/2415-8453-2020-4-27.

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Introduction. The similarity of goods' technical characteristics in many consumer markets requires producers to focus on non-price methods of competition, based partly on the formation of their products proper information image in consumers' minds. The formation of the production image must consider the fourth industrial revolution and the economic digitalization. This consideration requires changes in the enterprises marketing activities organization. Accordingly, there arises a problem of adapting enterprises' marketing activities to formal and informal relations between key economic agents.

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Wen, Haigang. "Innovative Research on Enterprise Marketing Strategies under the Background of New Media." Proceedings of Business and Economic Studies 7, no. 4 (2024): 300–304. http://dx.doi.org/10.26689/pbes.v7i4.7980.

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Marketing is one of the comprehensive development strategies for production-oriented and service-oriented enterprises, and it is also an effective path to increase income and revenue for enterprises. By operating and selling the main products, services, cultural concepts, and many more of the enterprise in a market-oriented manner. We aim to deepen the impression of the enterprise among consumers, enhance its market influence, and seek more opportunities for cooperation and development for the enterprise. However, with increasingly fierce market competition, traditional marketing models are no

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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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Fomichenko, I., O. Kondratenko, T. Rudenko, and M. Brant. "Organization of Marketing Activities of Industrial Enterprises in Modern Business Conditions." Economic Herald of the Donbas, no. 3 (61) (2020): 139–45. http://dx.doi.org/10.12958/1817-3772-2020-3(61)-139-145.

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The article considers topical issues of organization of marketing activities at industrial enterprises. The reasons for the need to implement and use methods and tools of modern marketing are indicated. The components and separate functional tasks of marketing activity at industrial enterprises are given. The stages of formation of the marketing management system of the enterprise are revealed. It is noted that a systematic approach to marketing management of the enterprise involves the use of marketing tools in the management process. The main elements of the marketing management system of th

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Bahorka, Mariia, Tetiana Ustik, and Liudmila Kvasova. "THE PLACE OF MARKETING ACTIVITIES IN THE CRISIS MANAGEMENT SYSTEM." Three Seas Economic Journal 3, no. 3 (2022): 15–20. http://dx.doi.org/10.30525/2661-5150/2022-3-3.

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The purpose of the article is to establish the place of marketing in crisis management of the enterprise, to study the role of the main aspects of crisis marketing in modern enterprises; mastering the components of marketing crisis management of enterprises, to avoid the vulnerability of the enterprise to crisis phenomena and eliminate their consequences. The methodological basis of the study was the generalization of the results of applied research in the field of economics, scientific works of domestic and foreign scientists, which highlight the fundamental theories of competitive advantage,

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Bohatyryova, G. A., and V. V. Barabanova. "FEATURES OF MARKETING MANAGEMENT OF A TOURIST ENTERPRISE IN THE CONDITIONS OF THE SUSTAINABLE DEVELOPMENT PARADIGM." TRADE AND MARKET OF UKRAINE, no. 2 (52) 2022 (2022): 75–85. http://dx.doi.org/10.33274/2079-4762-2022-52-2-75-85.

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Objective. The objective of the article is to determine the essence of marketing management of a tourist enterprise in the context of the paradigm of sustainable development, to justify the peculiarities of the operation of tourist enterprises based on the active introduction of management of the enterprise's marketing activities. Methods. The theoretical and methodological basis of the research is the position of modern economic theory, management theory, scientific works of domestic and foreign scientists in the field of marketing management. The methods that ensure its logical essence are u

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Leśniewski, Michał Adam. "ENTERPRISE INTERNET MARKETING INSTRUMENTS." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 31(59) (2023): 37–41. http://dx.doi.org/10.25264/2311-5149-2023-31(59)-37-41.

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Marketing, as one of many and very important instruments, is undergoing a process of changes towards the Internet, which is reflected in Internet marketing. The process of development of Internet marketing is co-created not only by globalization but also by the presence of consumers on the Internet. Enterprises that want to be present in the world of the Internet must shape Internet marketing instruments. The aim of the study is to present the importance of the development of enterprise Internet marketing in the era of globalization.

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Fomichenko, I., S. Barkova, A. Dykan, K. Kosik, and K. Kozlova. "Internet Marketing as a Modern Enterprise Communication Tool." Economic Herald of the Donbas, no. 4 (62) (2020): 97–102. http://dx.doi.org/10.12958/1817-3772-2020-4(62)-97-102.

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The article identifies the need for the use of Internet marketing technologies to promote goods and services in a modern domestic enterprise. Based on the analysis, the need to improve the marketing, sales and communication policy of domestic enterprises using the Internet is substantiated. The main marketing processes that are implemented using Internet marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet. The main types of Internet marketing at a modern enterprise are studi

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17

Poita, Iryna. "MODERN CONCEPTS OF MARKETING MANAGEMENT." Economics. Management. Innovations, no. 2(35) (December 9, 2024): 123–37. https://doi.org/10.35433/issn2410-3748-2024-2(35)-8.

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The article analyzes and summarizes the theoretical foundations of modern concepts of marketing management in enterprises, considering the latest management trends. Recent scientific studies on the implementation of marketing management systems in Ukrainian enterprises are reviewed. The necessity of understanding the sequence of the marketing management process in modern Ukrainian companies is identified. The article explores current interpretations of the term "marketing management" and separately analyzes the concepts of "marketing" and "management" for a deeper understanding of the essence

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Huang, Dongmei. "Innovative Application of Big Data Combined with Machine Learning in Education and Training Product Marketing." Mobile Information Systems 2022 (May 9, 2022): 1–18. http://dx.doi.org/10.1155/2022/9169871.

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Education and training (EAT) enterprise C is taken as an example to enable EAT enterprises to choose appropriate marketing strategies according to their own characteristics to improve their competitiveness. The marketing of its EAT products is taken as the research object to analyze its marketing philosophy and marketing behavior. Initially, the marketing environment of EAT products is analyzed from macro aspects such as political environment, economic environment, and internal environment of enterprises and micro aspects such as peer competition, alternative competition, and bargaining power

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Marolt, Marjeta, Hans-Dieter Zimmermann, and Andreja Pucihar. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement." Sustainability 12, no. 9 (2020): 3931. http://dx.doi.org/10.3390/su12093931.

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The exponential speed of technological advancements and the ever-changing needs of customers have changed the way enterprises engage with their customers. However, despite the increasing scholarly interest in the enterprise-initiated perspective of customer engagement (CE) in recent years, it remains unclear what drives enterprises to initiate customer engagement and how enterprise-initiated customer engagement enhances enterprise performance. Thus, the purpose of this study is to develop and evaluate a conceptual model that consists of drivers and outcomes of enterprise-initiated customer eng

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20

Qingqing, Yang. "Research on the Application of Big Data in Marketing Management." Journal of Business and Marketing 1, no. 4 (2024): 87–89. https://doi.org/10.62517/jbm.202409411.

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In the context of the new economy, there are increasingly more development opportunities for enterprises, while the industry competition and market challenges they face are gradually intensifying. In order to achieve high-quality sustainable development, enterprises should fully recognize that marketing management is aimed at profitability. In order to pursue sustainable development and competitiveness, optimizing the allocation of various resources in the enterprise is an effective means. Therefore, continuously improving the level of marketing management is crucial. Big data technology is a

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ANDRUSHKEVYCH, Z., V. NIANKO, and O. SITARCHUK. "DIGITALIZATION – AN EFFECTIVE INSTRUMENT OF ENTERPRISE’S COMMUNICATIVE POLICY DURING THE COVID-19 PANDEMIC." Herald of Khmelnytskyi National University. Economic sciences 286, no. 5 (2020): 15–18. https://doi.org/10.31891/2307-5740-2020-286-5-3.

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The article examines the digital tools of marketing communications, lists their benefits and features of use in today’s business environment. The concept of digital marketing and the need for timely transition of enterprises to this type of communication with the consumer is defined. The components of building an effective marketing communication policy of the enterprise are considered, which provides for the active presence of the enterprise in social networks and the use of all possible means of digital communications. The degree of «presence» of digital technologies in the marketing strateg

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Gamova, І. V. "Іnnovative marketing management in the e-trade ecosystem". Marketing and Digital Technologies 7, № 3 (2023): 131–43. http://dx.doi.org/10.15276/mdt.7.3.2023.9.

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The aim of the article. To develop a functional model of the internal marketing innovation ecosystem of an e-trade enterprise and to identify the significance of the impact of marketing management innovations on the marketing complex of an e-trade enterprise. The results of the analyses. A completely new approach to the stages of the innovation process is considered. Taking into account the constant interaction of marketing and the innovation process, the author proposed to reduce the number of stages from 8 to 5, namely: idea, product/service development, innovation, implementation and innova

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GOLUBYATNIKOVA, MARIA, TATIANA SHUBA, and VICTORIA YEVTUSHENKO. "THEORETICAL ASPECTS OF MARKETING ACTIVITY OF THE ENTERPRISE FROM THE POINT OF VIEW OF IMPROVING ITS COMPETITIVENESS." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (2021): 190–94. http://dx.doi.org/10.31891/2307-5740-2021-300-6-30.

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Today, in the economic space there is a very large number of organizations and enterprises, each of them is trying to occupy the highest positions in the market, the competition between them is increasingly intensifying and therefore the problem of increasing the competitiveness of enterprises in general and their goods and services, using the features of the marketing activities of enterprises, is simply extremely relevant. For effective functioning, further implementation of its activities, an enterprise must understand the level of competitiveness of its goods, services and the organization

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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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Barabanova, V. V., and N. V. Lokhman. "THE INFLUENCE OF THE ECOLOGICAL MARKETING CONCEPT ON THE ACTIVITIES OF ENTERPRISES." TRADE AND MARKET OF UKRAINE, no. 1(53) (2023) (2023): 81–89. http://dx.doi.org/10.33274/2079-4762-2023-53-1-81-89.

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Objective. The purpose of the article is to determine the influence of the concept of ecological marketing on the activities of enterprises, the feasibility of the algorithm for introducing elements of ecological marketing at enterprises is considered. Methods. The theoretical and methodological basis of the research is inductive and deductive research methods for systematization of key concepts of ecological marketing; scientific works of domestic and foreign scientists regarding the implementation of the concept of ecological marketing in the enterprise. The research used methods that provid

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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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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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KATKOVA, Tetyana, and Yurii KRAVCHYK. "Organizational and economic aspects of marketing management of foreign economic operations at the enterprise." Ukrainian Journal of Applied Economics and Technology 7, no. 1 (2022): 83–91. http://dx.doi.org/10.36887/2415-8453-2022-1-9.

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The development of foreign economic operations at enterprises is due to several marketing factors that determine their readiness for global market trends and the ability to counteract the risks of changing consumer norms and values in foreign countries. Under such conditions, it is rational to combine economic and organizational measures of marketing management to ensure the development of foreign economic activity at the enterprise. the purpose of the article is to substantiate the theoretical and methodological principles and develop practical recommendations for improving the organizational

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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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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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Balanovska, Т. I., and V. V. Voskolupov. "Marketing management in the activity of agricultural enterprises." Bioeconomics and Agrarian Business 11, no. 1 (2020): 5–15. http://dx.doi.org/10.31548/bioeconomy2020.01.005.

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The article studies the role of marketing management in the activity of agricultural enterprises. The agricultural sector is one of the key sectors of the Ukrainian economy, the core component of which is agricultural production. The findings of the article show the fact that a significant number of agricultural enterprises are unprofitable, with their share in the total number of enterprises accounting for 13.3%. Their performance largely depends on the impact of the extremely complex, dynamic and uncertain environment. The article suggests that only the businesses possessing the ability of a

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BOIKO, Ruslan. "CONCEPTUAL APPROACHES TO THE APPLICATION OF THE MARKETING MANAGEMENT CONCEPT AT THE ENTERPRISE." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 Part 2 (2021): 100–108. http://dx.doi.org/10.31891/2307-5740-2021-300-6/2-16.

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The article highlights the main problems of applying the concept of marketing management in the enterprise. 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 modern enterprises, the importance of management aspects in marketing activities has increased sharply, which will allow companies to survive in the competition in the long run. The activity of the e

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Zhai, Lei, and Bosheng Wang. "Research on the Economic Management Model of Tibetan SMEs from the Perspective of Marketing." Law and Economy 2, no. 3 (2023): 29–33. http://dx.doi.org/10.56397/le.2023.03.05.

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With the development of Chinese enterprises, marketing and enterprise economic management are taking up an increasingly large proportion in the work of enterprises. It is undeniable that there are many problems in the enterprise economic management of Tibetan SMEs in China at present, such as the lack of relevance of economic management mode, limited to the traditional marketing concept, the organization cannot adapt to the actual development environment, the lack of enterprise economic management personnel, and the enterprise economic management system is not perfect. Measures are proposed ac

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Islam, MD Nazmul, Wilson Ozuem, Gordon Bowen, Michelle Willis, and Raye Ng. "An Empirical Investigation and Conceptual Model of Perceptions, Support, and Barriers to Marketing in Social Enterprises in Bangladesh." Sustainability 13, no. 1 (2021): 345. http://dx.doi.org/10.3390/su13010345.

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Existing studies on social enterprises offer conflicting and contrasting perspectives on the impact of social enterprises on developing countries. Although several studies focused on social enterprises in developing countries, an empirical study that examines how social enterprises develop marketing strategies in an increasingly interconnected digital marketing environment is lacking. The current study empirically investigated the effects of consumer perceptions on social enterprises’ marketing strategies in a developing country and, in particular, the perceptions of, and barriers to, social e

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Xu, Jicheng. "Brief Analysis of Legal Conflicts and Countermeasures in Enterprise Marketing Activities." Finance and Market 5, no. 3 (2020): 157. http://dx.doi.org/10.18686/fm.v5i3.2494.

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<p>The marketing activity is a very important link in the enterprise management. To a certain extent, it also determines the survival and development of an enterprise. Some legal problems in marketing activities often cause inevitable losses to enterprises. Clarifying and avoiding possible legal problems in each link of marketing activities can reduce many unnecessary losses of enterprises and enhance their competitiveness in the market. This paper analyzes the legal conflicts that may exist in the marketing activities of enterprises and puts forward countermeasures to make enterprises i

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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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Mitchell, Alex, Judith Madill, and Samia Chreim. "Social enterprise dualities: implications for social marketing." Journal of Social Marketing 6, no. 2 (2016): 169–92. http://dx.doi.org/10.1108/jsocm-06-2015-0043.

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Purpose The purpose of this paper is to understand the tensions that marketing practitioners in social enterprises experience, and to explore how these tensions impact the development and implementation of marketing activities. Design/methodology/approach Using an approach informed by grounded theory, this paper reports on an investigation of the tensions facing 15 social enterprises. The primary data comprises semi-structured interviews with senior marketing decision-makers, supplemented with archival sources. Findings The analysis shows tensions and dualities inform the social and commercial

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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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ЦІХАНОВСЬКА, Олена, та Інна СИСОЄВА. "КОМПЛЕКСНИЙ МАРКЕТИНГ У СТРУКТУРІ УПРАВЛІННЯ ПІДПРИЄМСТВОМ". Herald of Khmelnytskyi National University. Economic sciences 332, № 4 (2024): 523–28. https://doi.org/10.31891/2307-5740-2024-332-77.

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The article examines the role and functions of marketing in the conditions of modern business. It is shown that marketing is an indispensable tool for influencing consumer behavior aimed at stimulating the sale of products, while its implementation depends entirely on the activities of the enterprise itself. The main role and functions of marketing activity and their impact on increasing the efficiency of the enterprise's functioning are determined.Special attention is paid to the study of the importance of marketing in the management of manufacturing enterprises. It is considered as one of th

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Xu, Ying. "Research on Marketing Management Enabled by Big Data Technology." Proceedings of Business and Economic Studies 8, no. 2 (2025): 287–92. https://doi.org/10.26689/pbes.v8i2.10336.

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In the era of big data, data has gradually become an important asset of enterprises, and the application of big data technology has gradually become the key to the optimization of enterprise marketing management mode. Enterprises take the initiative to meet the development trend of the times, rely on big data technology to effectively process and analyze data, innovate decision-making methods and operation models, and achieve efficient marketing and fine management, which is an important way to improve their market competitiveness. Therefore, the author first analyzes the empowering role of bi

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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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Tomashuk, Inna, Olena Dzhedzhula, and Olena Koval. "ORGANISATION OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES." Baltic Journal of Economic Studies 10, no. 1 (2024): 222–36. http://dx.doi.org/10.30525/2256-0742/2024-10-1-222-236.

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The aim of the article is to identify the characteristics of the introduction and development of marketing activities in agricultural enterprises in order to increase the efficiency of their activities. Methodology. The theoretical and methodological basis of the study is a systematic approach to the study of economic phenomena and processes related to the marketing activities of agricultural enterprises. In formulating theoretical generalisations and formulating conclusions and proposals, the paper uses historical, abstract and logical, and monographic methods. Forecasting of indicators chara

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Makedon, Viacheslav, Valentin Myachin, Polina Sokol, and Svitlana Hordiichuk. "Synchronization of marketing strategies with company restructuring." Eastern-European Journal of Enterprise Technologies 2, no. 13 (134) (2025): 71–81. https://doi.org/10.15587/1729-4061.2025.326377.

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The object of this study is the process of interaction and further synchronization of marketing strategies of enterprises during restructuring changes. The problem addressed is the lack of a systematic approach to the synchronization of marketing strategies in the processes of enterprise restructuring. The main results reported here include methodological principles that were formed aimed at the synchronization of marketing strategies in the process of enterprise restructuring, which harmonizes marketing with increasing the level of market competitiveness of the enterprise; and a methodologica

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Zhuravel, Ye V. "PRINCIPLES OF ECONOMIC EVALUATION OF MARKETING PROGRAMS." Science and Transport Progress, no. 18 (October 25, 2007): 195–98. http://dx.doi.org/10.15802/stp2007/17496.

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General principles of estimation of economic efficiency of the marketings programs are formulated on the criteria of operating-room arrived to the investment indexes. The concept of short and long wave of creation of marketing cost of enterprise is entered. The analysis of types of marketings expenses is conducted, which four groups of costs are formed on the basis of: 1) advance expenses for development of the marketing program, 2) current expenses which are straight directed on realization of the concrete marketing program, 3) expenses on a personnel, 4) total marketings expenses are enterpr

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Komandrovska, Veronika, Valentyn Mizyk, and Taia Chernyshova. "Marketing ensuring as a component of the concept of enterprise innovative development." Ukrainian Journal of Applied Economics and Technology 8, no. 2 (2023): 328–34. http://dx.doi.org/10.36887/2415-8453-2023-2-47.

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The article is devoted to researching the place and tasks of marketing to ensure enterprises' innovative development and study the nature and features of marketing. The main functions of marketing in developing and implementing various types of innovations are highlighted: technological, product, organizational, and marketing. The possibilities and features of using marketing tools are determined depending on the approach to considering the concept of innovative development, their goals, and directions of implementation, as well as for the formation of each component of the enterprise's creati

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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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Bonar, Indiana, and Paula Sonja Karlsson. "Marketing Scottish social enterprises using a label?" Social Enterprise Journal 15, no. 3 (2019): 339–57. http://dx.doi.org/10.1108/sej-08-2018-0056.

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Purpose Social enterprises are competitive businesses in the marketplace, yet insubstantial research has investigated how they market their businesses. This paper aims to investigate the impact a social enterprise label – “Buy the Good Stuff” – used in Edinburgh has had on consumer awareness and explore whether a possible national label could be used as a marketing tool by social enterprises in Scotland. Design/methodology/approach The study uses a mixed-methods approach, consisting of an online questionnaire with 100 participants and seven semi-structured interviews with representatives of so

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Jia, Dian, and Zhaoyang Wu. "Development Model of Enterprise Green Marketing Based on Cloud Computing." Wireless Communications and Mobile Computing 2022 (March 22, 2022): 1–10. http://dx.doi.org/10.1155/2022/4931374.

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Internet-based cloud computing is currently an important core technology for computer development in China. It can be used not only in marketing but also in various industries. At the same time, people-oriented and green projects and products that focus on the development of the ecological environment and green consumption dominate the current market trend. The purpose of this paper is at studying the development model of enterprise green marketing based on cloud computing. This article compares and analyzes enterprise green marketing systems through big data algorithms and statistical methods

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Bahorka, Mariia, Liudmila Kvasova, and Nataliy Yurchenko. "COMPREHENSIVE MARKETING SYSTEM AS A BASIS FOR INCREASING THE COMPETITIVENESS OF TRADE ENTERPRISES IN MODERN CONDITIONS OF DOING BUSINESS." Green, Blue and Digital Economy Journal 4, no. 1 (2023): 28–36. http://dx.doi.org/10.30525/2661-5169/2023-1-4.

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The purpose of our research is to generalize theoretical and methodological approaches to the formation of a complex marketing system, to develop recommendations for the implementation of the main elements of this system in the practical activities of enterprises in modern conditions and to allocate marketing reserves aimed at increasing the competitiveness of trading enterprises in modern business conditions. The methodology 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 fundamental

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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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