Категория: Marketing Management
Theoretical foundations of marketing activity management. Conceptual foundations, content, forms and methods of strategic and operational marketing. Modeling of strategic and operational marketing decisions. Marketing in the markets of goods and services. Marketing strategies and marketing activities of economic entities. The state and trends in the development of the external and internal environment of marketing activities, market segmentation and the definition of market niches. Formation and development of integrated marketing information systems. Marketing analytics. Methods and technologies for conducting marketing research. Evaluation of the activities of competitors, its use in the marketing activities of the company. Competitiveness of goods (services). Benchmarking. Commodity and assortment policy management. Development of a system for positioning and market promotion of trademarks, brand creation and brand management. Strategies and methods for building marketing channels for the distribution of goods. Strategies, forms and methods of price and non-price competition in modern markets goods and services. Marketing communications. Development of modern forms and methods of advertising activities, organization and evaluation of the effectiveness of advertising in the system of marketing communications. Marketing technologies in the Internet environment. Modern methods of forming the image of an organization as an element of a marketing strategy. Socio-ethical marketing in the system of business social responsibility priorities. Marketing management of non-profit organizations. Territory marketing management as a factor of socio-economic development and increasing investment attractiveness.
Григорук Павел Михайлович
The paper deals with issues related with theoretical aspects of modelling of marketing decision making process. According to system approach marketing decision making process is seen as a set of related subprocesses. Provided an opportunity to use the economic and mathematical modelling at each stage of the decision making process.
Гриненко Светлана Викторовна
The article deals with the role of marketing in the innovation process in the context of commercialization of research and development. Theoretical and study of the essential categories of marketing in together with empirical analysis led to a number of conclusions and proposals to embed technologies in the process marketing of innovation in the organizations.
Лобова Светлана Владиславльевна
Essence of steady functioning of any market is effective realization of idea of optimization of mutual relations of its participants that defines possibility of use modern technologies of relations. Their set forms relation`s engineering of market. In article it is presented the conceptual decision of a problem of a choice of the optimum form of interaction of participants of the market, leaning against use technologies of relations.
Мосеева Галина Васильевна
n modern conditions of overproduction and domination in the market of consumers to the organizations everything is more difficult to survive alone and to succeed in fierce competitive fight. The modern concept of marketing, marketing of relationship, considers interests of all interested in its activity of consumers, suppliers, wholesale and retail dealers, and also competitors, the state and public organizations on the basis of establishment with them long-term mutually advantageous partnership.
Климова Наталья Владимировна
The marketing role in financial activity of the organisation is shown, their dual dependence is defined, three blocks of business process are allocated «marketing» connected with the finance, methods of working out of the budget of marketing are generalised, the estimation of efficiency of marketing activity and marketing audit are considered.
Морозова Надежда Альбертовна
The basic approaches in the study of communications are considered as well as the evolution of the concept of «communication» with respect to the organization. The integrated approach in the use of communications resources is proposed. The levels of formation of the communication strategy in the organization are presented.
Матюхина Татьяна Васильевна
Marketing of webinar represents research which is carried out by seminar carrying out in a network the Internet, by means of virtual conference. Webinar as the innovative marketing tool allows the buyer to investigate a product or service, and to the supplier to investigate requirements and interests of the consumers by means of decrease in expenses for marketing since the technology of webinar-marketing is much more economic traditional than means of marketing, advertising, polls, seminars and conferences.
Бабенкова Анна Валерьевна
Article is devoted to the development of models of marketing management relationship between customer and supplier in the market of engineering, which is based on the authors' proposal complex relationship marketing - Model 6C-6P. Author presents an algorithm for identifying consumer research their satisfaction with the relationship with the supplier. Considered a key element of management models and central part of the algorithm is a technique developed by the author satisfaction assessment relationship with the supplier, which allows to quantify the main characteristics of inter-firm relationships and gain an understanding of consumer expectations and grievances for the subsequent development of corrective measures to improve the quality of cooperation and as a result on improving the efficiency of the company's b2b market in the long term.