SYNERGIC APPROACH IN MARKETING POTENTIAL MANAGEMENT OF THE ENTERPRISE

Анотація

Urgency of the research. The main instrument of enterprise development in modern conditions is the marketing potential and its perfection. It determines the capabilities and ability to form the demand of consumers, respond promptly to its changes. Target setting. Active position on the market, satisfaction of consumer expectations is a key factor in competitive advantages and entrepreneurial success as characteristics of marketing potential. Actual scientific researches and issues analysis. Research on synergistic effects is taking place in the works of such scientists as Ansoff I., Yevstyhnieiev V., Mamedov M., Molchanov V., Pranhishvili I., Pryhozhyn I., Haken H. and others. Uninvestigated parts of general matters defining. There is no general definition of "synergistic effect" term from the economic point of view. There is a need for research to develop the management of marketing potential and increase the competitiveness of enterprises. The research objective. The article is devoted to the application principles substantiation of the synergistic approach in the managing the marketing potential of the enterprise practice. The statement of basic materials. The authors substantiate that it is necessary to define the formation of a synergistic effect of the interaction of marketing potential elements in conditions of the environment and international integration dynamism as a strategic aspect of enterprise management, an instrument of competitive struggle and to emphasize its substantiation in strategic and tactical planning. It is proved that it is expedient to carry out synergistic effect of marketing potential elements interaction classification on a functional basis and positioning of the marketing potential itself in the structure of the company's aggregate potential in order to identify them. It is stated that the success of the enterprise activity, its position on the market and the possibility of development in the future is determined by the correctness of the formation and the strength of the relationship between the elements of marketing and aggregate potential. Conclusions. Taking into account the synergistic effect of the interaction of the elements of the enterprise marketing potential provides the improvement of management mechanisms and forms the prospects for development.

Класифікація

Ідентифікатори

Схожі роботи