BUSINESS INFORM №7-2016

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Section: Management and Marketing
UDC 339.138:659.1
Pedchenko N. S., Iakovenko T. I.
The Scientific-Methodical Approach to the Development and Implementation of Marketing Strategy into Activities of Enterprises in the Advertising Sector (p. 163 - 169)
The article is aimed at substantiation of the scientific-methodical approach to the development and implementation of marketing strategy into activities of enterprises in the advertising sector. The approaches to defining the concept of «marketing strategy», available in the national scientific literature, have been provided. The author's vision as to importance of an integrated approach to marketing strategy in terms of enterprises in the advertising sector has been formulated as a process to develop a marketing strategy, evaluation of the enterprise's readiness to its introduction and substantiation of the corrective measures on the perception of such a strategy. Stages of marketing strategy for enterprises in the advertising sector have been proposed, an evaluation of the readiness for implementation by such enterprises has been carried out. To this end the methods have been used, which are based on both the expert assessments and the level of manifestation of each attribute in the enterprise. A result of a generalized evaluation of readiness to implement marketing strategy by the advertising sector enterprises according to the twelve attributes listed by the authors has been provided, the respective conclusions have been drawn.
Keywords: marketing, strategy, scientific-methodical approach, advertising sector
Fig.: 1. Tabl.: 1. Formulae: 3. Bibl.: 17.

Pedchenko Natalia S. – Doctor of Sciences (Economics), Professor, Pro-rector, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]
Iakovenko Tetiana I. – Postgraduate Student, Department of Economic Cybernetics, Poltava University of Economics and Trade (3 Ivana Banka Str., Poltava, 36003, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Pedchenko, Natalia S., and Iakovenko, Tetiana I. (2016) “The Scientific-Methodical Approach to the Development and Implementation of Marketing Strategy into Activities of Enterprises in the Advertising Sector.” Business Inform 7:163–169.

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