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Journal articles on the topic 'Marketing strategy of enterprises'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

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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2

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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3

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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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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PAVLISHYNA, Nina, and Valeriia RIEZANTSEVA. "MARKETING STRATEGY IN SMALL BUSINESS ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (2022): 185–88. http://dx.doi.org/10.31891/2307-5740-2022-302-1-31.

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The article analyzes the features of marketing activities of enterprises related to small business Defines the criteria by which enterprises are classified in one way or another. It is noted that the use of only quantitative characteristics, such as the number of staff or turnover indicators can not fully characterize the peculiarities of small businesses. After all, a small enterprise is a specific subject of market relations, which has fundamentally new qualitative characteristics, namely: the union in one person owner and entrepreneur (and often half of the functions), focus on innovation,

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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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7

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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8

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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9

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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10

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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11

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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12

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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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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14

Милько, Інна, та Наталія Вавдіюк. "СУЧАСНІ ІНФОРМАЦІЙНІ ТЕХНОЛОГІЇ В МАРКЕТИНГУ ЯК ІНСТРУМЕНТ АНТИКРИЗОВОЇ СТРАТЕГІЇ ПІДПРИЄМСТВА". Economic journal of Lesya Ukrainka Volyn National University 2, № 42 (2025): 182–90. https://doi.org/10.29038/2786-4618-2025-02-182-190.

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Introduction. In the conditions of modern economic instability and global crisis phenomena, enterprises are forced to look for new approaches to preserving and strengthening their positions in the market. One of the most effective directions for forming an anti-crisis strategy is the introduction of modern information technologies into marketing activities. The purpose of the article is research into the role of modern information technologies in the formation and implementation of an enterprise's anti-crisis marketing strategy. Methods. The use of methods of analysis and synthesis, comparison

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15

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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16

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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17

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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18

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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19

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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20

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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21

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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22

Panchenko, Vladimir, Halyna Levkiv, Bohdana Kosovych, Oksana Butkevych, and Vitalii Nianko. "INFLUENCE OF MARKETING STRATEGY ON IMPROVING THE FINANCIAL PERFORMANCE OF INDUSTRIA ENTERPRISES." Financial and credit activity problems of theory and practice 6, no. 53 (2023): 460–70. http://dx.doi.org/10.55643/fcaptp.6.53.2023.4230.

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Neglect of marketing tools and the lack of a clear strategic guideline when promoting a product create negative consequences for most industrial enterprises in Ukraine, which raises the issue of demonstrating how a successful marketing strategy can significantly affect the finances of such open socio-economic systems. The main purpose of the article is to present an approach to reflect the positive financial consequences in the activities of an enterprise from a successfully implemented marketing strategy in the industrial products market. The object of the study is the activities of industria

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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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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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KRFSNIAK, Olena, and Sergey AMONS. "CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 9 (49) (September 25, 2019): 60–69. http://dx.doi.org/10.37128/2411-4413-2019-9-7.

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The conceptual bases of development and realization of marketing strategy of enterprises of beet sugar subcomplex are considered in the article; stages of strategy formation are characterized; the complex of economic and organizational problems of realization of strategic marketing approach in the market of agricultural products is revealed. It is established that the domestic sugar processing industry remains one of the strategically important directions of the agroindustrial complex and today it preserves the prospects of stabilization despite certain problematic aspects in the development o

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Kalinin, Oleksandr. "Investment marketing strategy for diversified enterprises." Economic Analysis, no. 29(4) (2019): 146–52. http://dx.doi.org/10.35774/econa2019.04.146.

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Introduction The amount of capital that individual, corporate and institutional investors are willing to invest in certain assets is increasing every year. This leads to a revitalization of entrepreneurial activity and growth of the economy as a whole. It is also very active in creating certain disparities in the distribution of investment flows at the cross-sectoral level. There are industries that perceive investors more positively, and other industries perceive less positively. Among these industries, and even more types of businesses, are diversified companies or conglomerates that are per

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Li, Yueqing. "Trends in Service Marketing Strategies for Enterprises." International Journal of Global Economics and Management 3, no. 1 (2024): 444–47. http://dx.doi.org/10.62051/ijgem.v3n1.55.

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In the context of intensifying market competition and increasingly diversified customer demand, the marketing strategies for enterprise service are facing unprecedented challenges. This paper will delve into the current and future trends of marketing strategies for enterprise services, analyze the key factors influencing these trends, and propose corresponding marketing strategy recommendations. Through a review of relevant literature, empirical research, and case analysis, this paper aims to provide enterprises with targeted marketing strategy guidance to adapt to the ever-changing market env

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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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Svitlana, Klepikova, and Sharova Anastasia. "FORMATION OF INTERNATIONAL MARKETING STRATEGY." Energy saving. Power engineering. Energy audit., no. 9-10(175-176) (March 15, 2023): 53–67. http://dx.doi.org/10.20998/2313-8890.2022.09.05.

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The article examines the process of forming an international marketing strategy and its determinants, describes the relationship between the phases of international marketing development and the level of application of an international marketing strategy. Based on this analysis, a set of elements of the company's international marketing strategy was developed, the application of which should contribute to ensuring a systematic approach to its planning, implementation and control. A structural and logical scheme of strategic decision-making regarding the selection of foreign markets and segment

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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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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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32

Jihua, Sun, and Shi Lin. "Research on Data-driven Marketing Strategy Optimization." Journal of Business and Marketing 1, no. 2 (2024): 157–61. http://dx.doi.org/10.62517/jbm.202409224.

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With the rapid development of information technology and the advent of the big data era, data-driven marketing strategy optimization has gradually become an important means for enterprises to improve market competitiveness and efficiency. This study aims to explore how to optimize marketing strategies through data-driven methods to achieve market precision and personalization. Firstly, the study reviews the theoretical foundation and related research achievements of data-driven marketing strategy optimization. Secondly, through the collection and analysis of market data, machine learning and d

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Song, Jing Qing. "Tourism Marketing Strategy Based on Network - Take Microblog for Example." Applied Mechanics and Materials 651-653 (September 2014): 1685–90. http://dx.doi.org/10.4028/www.scientific.net/amm.651-653.1685.

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Tourism as an emerging industry achieves rapid development in our country and the competition becomes more and more intensive. With the deepening of informationization in our country, microblog gradually becomes the broadest information platform. In the background of new media, microblog marketing, a new kind of network marketing means was born. And more and more tourism enterprise enters the team of microblog marketing. This paper systematically studied application of microblog marketing in tourism enterprise in aspects of follower number, following number, comment number, forward number and

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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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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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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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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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Rozhko, Viktor I., Anastasiia R. Chyzhova, and Alyona Yu Kuzub. "Toolkit of the Company's Internet Marketing Strategy." Business Inform 4, no. 555 (2024): 366–72. http://dx.doi.org/10.32983/2222-4459-2024-4-366-372.

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In today’s business environment, it is important to have effective tools to develop and maintain a successful online marketing enterprise. Strategic use of online resources can significantly increase sales, increase brand awareness, and improve interaction with the audience. Tools for analyzing, planning, and implementing online marketing strategies are becoming key factors in ensuring the competitiveness and sustainability of enterprises in the digital age. This article explores the modern tools of the Internet marketing strategy, highlighting its key components and impact on the successful o

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Tsai, J., and H. Y. Hung. "International brand strategy of Taiwanese hi-tech enterprises." Agricultural Economics (Zemědělská ekonomika) 53, No. 2 (2008): 83–88. http://dx.doi.org/10.17221/903-agricecon.

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This paper compares two Taiwanese high-tech enterprises, Acer and Trend Micro, which choose different international brand marketing strategies due to the diverse managing types and product characteristics. The hardware products and business software sold by Acer and Trend Micro are discussed to reveal their international brand development and marketing strategy. The research findings can be provided for different enterprises for decision-making when they consider their internationalization and brand strategy.

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Au-Yong-Oliveira, Manuel, and Maria José Sousa. "Sustainable Marketing and Strategy." Sustainability 14, no. 6 (2022): 3642. http://dx.doi.org/10.3390/su14063642.

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The theme of this Special Issue (SI) is Sustainable Marketing and Strategy, as in the literature, we have seen growing evidence of how sustainability efforts are increasingly bringing significant benefits to enterprises [...]

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Yankovoi, Roman, Damir Kulish, Viktor Melnyk, Iryna Churkina, Svitlana Shurpa, and Igor Pidkaminnyi. "FORMATION OF INTERNATIONAL MARKETING STRATEGY FOR DOMESTIC ENTERPRISES IN CONDITIONS OF INCREASED FINANCIAL RISKS." Financial and credit activity problems of theory and practice 4, no. 51 (2023): 466–79. http://dx.doi.org/10.55643/fcaptp.4.51.2023.4111.

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This article explores the process of developing an international marketing strategy for domestic enterprises. In an increasingly globalized business environment, expanding into international markets has become a crucial objective for many companies. The article highlights the importance of strategic planning and market analysis in the formation of an effective international marketing strategy. It emphasizes the need for a comprehensive understanding of target markets, including cultural, economic, and regulatory factors. The article discusses key considerations such as market segmentation, pro

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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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Романовская, Elena Romanovskaya, Кузнецов, and Andrey Kuznetsov. "THEORETICAL ASPECTS MARKETING STRATEGY DEVELOPMENT AT AGRICULTURAL ENTERPRISES." Vestnik of Kazan State Agrarian University 9, no. 4 (2014): 48–50. http://dx.doi.org/10.12737/7753.

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Modern processes of development of market relations in the Russian agribusiness allow to speak about the urgent need to select and implement an effective marketing strategy. The use of an effective marketing tool allows subjects of agriculture to adapt to ever-changing conditions of the external and internal environment. The necessity of develop and improve marketing strategy causes important to study. The author examines the factors, that must be considered when designing and implementing marketing strategy for enterprises. The article focuses on the study of the issue, concerning the definit

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Maliarchuk, Nataliia. "The Role of Digitalization in the Development of Marketing and its Impact on the Organizational Structure of Enterprises." Sustainable Socio-Economic Development Journal 1, no. 3-4 (2023): 90–97. http://dx.doi.org/10.31499/2786-7838.ssedj.2023.1(3-4).90-97.

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Rapid technological change, constant development of digital tools and the proliferation of internet technologies have transformed marketing strategies and the way we interact with customers. In this context, understanding and exploiting the opportunities offered by digitalisation is becoming a critical element of success for businesses in any industry. Therefore, the study of the impact of digital technologies on marketing strategies and internal organisational structure is becoming an important issue in the context of modern business. Purpose: This study is aimed to analyze the role of digita

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Ekasari, Silvia, Bord Nandre Aprila, Saida Zainurossalamia ZA, Asnawati ., and Nurlina . "Product Marketing Strategy for Maximizing Sales." Journal of Production, Operations Management and Economics, no. 43 (April 5, 2024): 30–36. http://dx.doi.org/10.55529/jpome.43.30.36.

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Micro, small, and medium enterprises are one of the leading driving forces in economic development in Indonesia. Marketing strategy is a form of plan that is outlined in the field of marketing. To obtain optimal results, this marketing strategy has a broad scope in the field of marketing, including strategies for facing competition, price, and promotion strategies. The purpose of this research is to analyze product marketing strategy for maximizing sales. The research approach used in this research is a quantitative approach. The population in this study was 50 Micro, Small, and Medium Enterpr

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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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Peng, Huang, Zhou Mengni, Li Yang, Ronaldo Juanatas, Jasmin Niguidula, and Huang Huiliang. "Research on Brand Marketing Strategy on Tik Tok Short Video Platform." SHS Web of Conferences 159 (2023): 02024. http://dx.doi.org/10.1051/shsconf/202315902024.

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In the current market economy environment, in order to expand their influence in the market, enterprises have transmitted brand information to consumers through the Internet and other channels. How to do a good job in the promotion and dissemination of brand products, so as to quickly occupy a larger market share, has become a problem that major brand owners must consider, and the emergence of mobile short videos provides new ideas for enterprises to carry out brand marketing. We will focus on the brand marketing of Tik Tok short video network platform, and specifically study the brand marketi

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Ян, Ян, and Маргарита Лишенко. "RESEARCH ON MARKETING STRATEGY OF REAL ESTATE ENTERPRISES." Bulletin of Sumy National Agrarian University, no. 2 (98) (June 26, 2024): 44–50. http://dx.doi.org/10.32782/bsnau.2024.2.8.

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In recent years, due to the continuous rise of national economic growth pressure and a variety of adverse factors, many real estate enterprises are facing downward risks and survival difficulties. In order to meet these challenges, real estate enterprises need to gradually slow down the pace of development and pay more attention to the progress of financing development. In order to maintain competitiveness and stabilize cash flow, the marketing of real estate projects has been put forward higher requirements. Based on the above background, this paper makes an in-depth study on the marketing st

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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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Guan, Yuxuan. "Analysis of Build Your Dream's Marketing Strategy." Highlights in Business, Economics and Management 35 (June 16, 2024): 197–202. http://dx.doi.org/10.54097/4321fm66.

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With the continuous progress of science, environmental pollution is becoming more and more serious. Environmental problems are paid more and more attention by people. Under the premise of actively advocating new energy vehicles and green development, BYD (BYD) new energy vehicles in the context of green development, people began to gradually pay attention to the energy issues of the automotive industry. At the same time, the goal is to replace the traditional energy vehicle industry. However, China also strongly supports the development of the new energy vehicle industry. China has ambitious g

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