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Information × Registration Number 0221U100714, 0117U000061 , R & D reports Title Marketing management of retail business popup.stage_title Head BONDARENKO OLENA S., Доктор економічних наук Registration Date 08-01-2021 Organization Kyiv National University of Trade and Economics popup.description2  The conceptual model of marketing management of the retail enterprise is offered. The composition of the system of information support of strategic marketing and the system-situational approach to marketing planning in retail trade, as well as methodical recommendations on risk management in marketing are substantiated. Theoretical principles of strategic brand management at the retail enterprise are formulated, the role of social capital in the branding system is revealed. A method for evaluating the effectiveness of brand management based on benchmarking is proposed. Recommendations for the management of marketing communications of retail enterprises have been developed. Innovative technologies of marketing management of retail enterprises are systematized. Recommendations for the use of digital marketing and web-analytics to increase the effectiveness of marketing activities are given. The concept of optichannelity as further development of omnichannelity in communications with consumers is offered. Product Description popup.authors ALDANKOVA HALYNA V HRANAT LILIIA V Danilov Ludmila L. Karmazinova Viktoriia D. KASHPUR ANDRII O Klibanska Olena M. KONOPLIANNYKOVA MARIANNA A Laburtseva Olena I ROMANCHENKO TETIANA V Savchuk Anastasiia M Suslova Tetiana O. Faivishenko Diana S. Fedorishina Iryna L. CHUNIKHINA TETIANA S YURCHAK EDUARD V YUSUPOVA OLHA V Yankovets Tetyana M. YANKOVSKA HALYNA V Yatsyshyna Larysa K popup.nrat_date 2021-03-17 Close