BUSINESS INFORM №10-2017

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Section: Management and Marketing
UDC 367.546
Koval T. O., Ponomarenko O. O., Yakhkind V. P.
The Strategic Planning in Terms of the Enterprise’s Marketing Potential (p. 360 - 369)
The need to address the economic problem of optimizing the distribution of resources in the midst of uncertainty and unpredictability of changes in the economic environment requires formation of an appropriate strategic approach to the management of enterprise by choosing a specific development strategy, the implementation of which should lead to the achievement of desirable economic outcomes. The article analyzes the regularities of strategic planning in terms of the enterprise’s marketing potential. Solving the complex tasks of improving the use of the enterprise’s marketing potential requires a thorough marketing study of business conditions, definition of the market segmentation characteristics and determining the key advantages that would ensure that producers would be sustainable in the competitive concurrence.
Keywords: marketing, marketing potential, strategy, enterprise, marketing partnership.
Fig.: 3. Formulae: 1. Bibl.: 19.

Koval Tetiana O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Political Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Ponomarenko Oleksandr O. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Economic Theory and Economic Policy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Yakhkind Viktoriia P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Political Economy, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Koval, Tetiana O., Ponomarenko, Oleksandr O., and Yakhkind, Viktoriia P. (2017) “The Strategic Planning in Terms of the Enterprise’s Marketing Potential.” Business Inform 10:360–369.

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