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BUSINESS INFORM №2-2014

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30

Section: Economics of Transport and Communications
UDC 658.012.32
Horielov D. O., Lavrova Y. V.
Formation of the Cycle of Business Processes of Management of Marketing Activity of a Transport Enterprise (p. 176 - 181)
The article is devoted to problems of organisation of the process of management of marketing activity of an enterprise. It specifies the model of services of a transport enterprise and provides levels of services and their structure: basic, real, expanded, expected and prospective. The article offers to differentiate planning and realisation of the transportation service by its levels, each of which would correspond with a separate business process of management. It reveals specific features of use of instruments of the traditional, internal and interactive marketing in the market of transportation services. It identifies the structure of the object when managing marketing activity of a transportation enterprise. The article uses the Deming cycle to formulate general principles of formation of business processes of management of marketing activity: “Motivation – Plan – Do – Check – Act”. The proposed cycle would ensure continuous improvement of the said business processes of an enterprise in accordance with international quality standards (ISO).
Keywords: management, marketing activity, transportation service, business process
Fig.: 3. Bibl.: 9.

Horielov Dmytro O. – Doctor of Sciences (Economics), Professor, Professor, Department of Enterprise Economics, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Lavrova Yuliia V. – Candidate of Sciences (Economics), Associate Professor, Department of Enterprise Economics, Kharkiv National Automobile and Highway University (25 Yaroslava Mudroho Str., Kharkіv, 61002, Ukraine)
Email: [email protected]

Reference to this article:
Horielov, Dmytro O., and Lavrova, Yuliia V. (2014) “Formation of the Cycle of Business Processes of Management of Marketing Activity of a Transport Enterprise.” Business Inform 2:176–181.

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