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KHARKIV NATIONAL ECONOMIC UNIVERSITY, UKRAINE

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BUSINESS INFORM №4-2017

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70

Section: Management and Marketing
UDC 339.138:005.56
Us M. I.
The Role of Marketing Research in Improving the Efficiency of Enterprise’s Relationships with Partners (p. 428 - 432)

The article is aimed at analyzing the role of marketing research in the activity of enterprise and determining whether it is possible to improve relationships with partners on the basis of using the results obtained. The main trends and directions of the marketing research on the formation and development of the enterprise's relationships with partners have been defined. The advantages of organizing a comprehensive marketing study by different directions of researching market and its actors were considered. The difficulty in formation of a single overall indicator and a source of efficiency of partnerships is that each actor is aimed at achieving its own efficiency. In turn, achieving the individual efficiency that each partner receives from the interaction, depends on the efficiency of performance of the entire system of partnerships that can be controlled through marketing research. A prospective direction for further research will be defining the characteristics and methods of collecting the primary information necessary for the organization and assessment of the interaction of enterprise with competitors.
Keywords: marketing research, marketing information, partnerships of enterprise, partner, efficiency.
Fig.: 1. Bibl.: 12.

Us Maryna I. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Us, Maryna I. (2017) “The Role of Marketing Research in Improving the Efficiency of Enterprise’s Relationships with Partners.” Business Inform 4:428–432.


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