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

Olga GONCHAR; Iryna POLISHCHUK

doi:10.35774/jee2019.02.213

Authors

Olga GONCHAR Khmelnytsky National University http://orcid.org/0000-0003-3917-7586
Iryna POLISHCHUK Vinnytsia Institute of Trade and Economics of KNUTE

DOI:

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

Keywords:

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

Abstract

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

Author Biographies

Olga GONCHAR, Khmelnytsky National University

Doctor of Economic Sciences, Professor, Professor of the Department of Marketing and Trade Entrepreneurship

Iryna POLISHCHUK, Vinnytsia Institute of Trade and Economics of KNUTE

Candidate of Economic Sciences, Associate Professor, Head of the Department of Marketing and Advertising

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