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Registration Number

0225U000112, (0122U000314) , R & D reports

Title

The impact of marketing strategic management on the competitiveness of the enterprise

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Вплив маркетингового стратегічного управління на конкурентоздатність підприємства

Head

Hromova Olha Y., Доктор економічних наук

Registration Date

05-01-2025

Organization

Vinnytsia Institute of Trade and Economics of Kyiv National University of Trade and Economics

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Scientific substantiation of theoretical provisions, scientific-methodical and practical recommendations for the development of marketing strategic management of enterprise competitiveness.

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The object of the study is the processes of strategic management of competitiveness of enterprises, aimed at improving the efficiency of their functioning. The subject of the study is the theoretical, methodological, scientific and practical, conceptual foundations for the formation of the system structure and structural and logical model of marketing strategic management of enterprise competitiveness. The purpose of the study is to systematise and formulate theoretical and methodological, conceptual foundations and practical recommendations for building and implementing a structural and logical model of marketing strategic management of enterprise competitiveness in the context of increased competition and the impact of many external factors on business. Research methods - general scientific and special research methods, in particular, analysis and synthesis, dialectical, induction and deduction, semantic and structural-logical analysis, abstract-logical, comparative analysis, graphical and tabular. The interdependence of marketing strategies in managing the competitiveness of enterprises is substantiated; methods and models of marketing strategies for improving the competitiveness of modern enterprises are studied; the principles and criteria for forming competitiveness based on the formation of marketing strategies are summarised; a structural and logical model of marketing strategic management of enterprise competitiveness is built. The theoretical and practical results, conclusions and suggestions of the study can be used in building a marketing strategy for managing the competitiveness of enterprises and increase the efficiency of their activities.

Product Description

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Serednytska Liudmyla P.
Yakushevska Oksana V.