BUSINESS INFORM №5-2013

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48

Section: Economics of Enterprise
UDC 658.8.011.1
Kaliberov A. G.
Semantic Analysis of the “Marketing Strategy of a Company” Category (p. 268 - 272)
The article analyses main definitions of the “marketing” and “strategic marketing” notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target destination of the marketing strategy. It justifies the key role of the marketing strategy as a main part of strategic planning of company activity in short-term and long-term prospects, which should be based on the potential of the product in individual markets and the aggregate organisational system of a company.
Keywords: marketing, marketing strategy, marketing structure, competition
Bibl.: 11.

Kaliberov Aleksandr G. – Postgraduate Student, Department of Economy of Enterprise, Kharkiv University of Humanities «People’s Ukrainian Academy» (27 Lermontovska Str., Kharkіv, 61000, Ukraine)
Email: [email protected]

Article is written in Ukrainian
Downloads/views: 318

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Reference to this article:
Kaliberov, Aleksandr G. (2013) “Semantic Analysis of the “Marketing Strategy of a Company” Category.” Business Inform 5:268–272.

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