Search academic texts

Information × Registration Number 0203U008112, 0101U002799 , R & D reports Title Methodological basis of the strategical marketing of organizations under conditions of market transformations popup.stage_title Head Semenjak I., Registration Date 22-04-2003 Organization Kharkov National University named after V.N.Karazin popup.description2 Research topic: theory and practice of the strategic marketing in the real economic conditions of contemporary Ukraine. Research subject: methodological principles and approaches in justification of strategic marketing solutions. Research objective: to justify and support strategic marketing solutions of industries( enterprises, organisations) under conditions of transition to the market economy, both methodologically and in relevance to the ideas and principles of "enlightened" marketing. Research tasks solved and scientific novelty of the results obtained: 1)for the first time in the national marketing science the actuality of adaptive marketing audit as a function of the strategic marketing was justified and its principles were developed; 2) methodology for justification and creation of flexible structures of informational-analytic support for the marketing audit was improved; 3) the theory of social-ethical marketing, methodology of marketing briefs development, algorithmisation of flexible control and correction procedures for marketing decision-making received further development. Practically significant results of the second stage of the research project are the following: 1) experimentally based conclusions on the state of internal marketing and corporate marketing culture development as a precondition for utilisation of strategic solutions in ensuring efficient organisation management; 2) experimentally proven importance of subjective barriers to the development of marketing strategies and implementation of marketing audit by Ukrainian organisations (institutions); 3) guidelines on justification and organisation of the adaptive marketing audit; 4) recommendations on the structuring informational- analytic support of marketing decision-making and carrying out the marketing audit; 5) developed programme of novel learning course in the Marketing Audit for students majoring in the Marketing and International Economic Relations Management. The project's topicality was assured by connecting the research problem to the tasks of implementation of the newest marketing directions into entrepreneurial practices in Ukraine. Product Description popup.authors popup.nrat_date 2020-04-02 Close