BUSINESS INFORM №12-2017

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Section: Management and Marketing
UDC 658.8
Krasovska O. J.
The Essence and Meaning of the Enterprise’s Marketing Assets (p. 457 - 463)
The article carries out a comparative analysis of the most common definitions of the term of «marketing assets». Generalizing the presented approaches, it is proposed to understand marketing assets as the existing intangible resources and products of intellectual activity of the enterprise’s staff, which materialize in goods and services and provide a higher Level of trust, long-term, mutually advantageous relationships and relations with stakeholders, in comparison with competitors. On analyzing the intangible assets of enterprise, it has been concluded that, for the enterprises of food industry, the most essential for ensuring the growth of their value are the marketing and technical-technological intangible assets. For the enterprises of machine-building and metallurgy, both the marketing and the so-called cognitive intangible assets are definitive, because, in order to maintain a stable competitive position of company in the branch, and, accordingly, to increase its capitalization, the determining assets will be: corporate strategy, intellectual capital, experience in the market, etc.
Keywords: marketing assets; definition; intangible assets; enterprise; enterprise resources.
Bibl.: 18.

Krasovska Olena J. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Marketing, Alfred Nobel University (18 Sicheslavska Naberezhna Str., Dnіpro, 49000, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Krasovska, Olena J. (2017) “The Essence and Meaning of the Enterprise’s Marketing Assets.” Business Inform 12:457–463.

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