INTEGRATION FACTORS OF TODAY AS A PREREQUISITE FOR FORMING A MECHANISM FOR MANAGING THE MARKETING POTENTIAL OF THE ENTERPRISE

Olga GONCHAR, Iryna POLISHCHUK

Анотація


Preconditions of integration directions of modern business structures, activation of marketing activities, actualization of problems of marketing potential development and ensuring competitiveness are specified.

The principles for building up a mechanism for managing the marketing potential of industrial enterprises are formulated and the scheme of functional components of the introduction of a mechanism for managing the marketing potential is set forth.

The conditions for development of marketing potential and increase in competitiveness of the enterprise are grouped up and the conclusion is made that management of the formation and development of marketing potential of industrial enterprises should take into account the market conditions and the effect of factors characterizing it.

JEL: M21, M31, F20


Ключові слова


Market; enterprise; marketing; marketing potential; factors; preconditions; management; competitiveness; development;

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Посилання


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DOI: https://doi.org/10.35774/jee2019.02.213

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