Issue №: 9 (37)
The magazine deals with the problems of the agricultural sector of the economy in the context of integration and processes of globalization. Attention is paid to the issues of development of digital economy, rural territories, technologies of enterprise management and organization of accounting, problems of legal support of economic processes, market tendencies of development of various branches of economy. Particular attention is paid to green tourism as a promising segment of the national economy.
MARKETING STRATEGY OF THE ENTERPRISE: ESSENCE OF THE CONCEPT AND FEATURES OF FORMATION IN MODERN ECONOMIC CONDITIONS
KOVALCHUK Viktoriia V. – Postgraduate Student of the Department of
Marketing and Agrarian Business, Vinnytsia National Agrarian University (21008,
Vinnytsa, 3 Soniachna str., e-mail: viktoriakovalchuk85@gmail.com).
The article reveals the essence of the concept of “marketing strategy” of the
enterprise. Historical aspects of emergence and features of the definition "marketing
strategy" are discussed. The analysis of scientific positions as to the above-mentioned
concept of domestic and foreign scientist is made. In the process of disclosing the essence
of the concept of marketing strategy methods of comparison and analysis have been
applied, what made it possible to define advantages and disadvantages between each of the
definitions. In addition, the main aspects of the concept of marketing strategy were
underlined as a result of comparative analysis as well as the own definition of the concept
of “marketing strategy” was proposed, which most accurately characterize the meaning
and essence of the term. The article also deals with the peculiarities of formation of the
marketing strategy of the enterprise in modern economic conditions, the main
characteristics of which are complexity, uncertainty and variability. The list of the main
factors influencing the formation of the marketing strategy of the enterprise and the activity
of the enterprise in general is noted.
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activity]. SPbGIEU [in Russian].
2. Balabanova L.V., Kholod V.V. (2012). Sratehichnyi marketynh: pidruchnyk
[Strategic marketing: textbook]. Kyiv: Center for Educational Literature [in Ukrainian].
3. Harkavenko S.S. (2010). Marketynh: pidruchnyk [Marketing: textbook]. Libra
[in Ukrainian].
4. Druker Piter F. (2018) Efektyvne upralinnia pidpryiemstvom [Effective enterprise
management] : William Collins [in Russian].
5. Kotler P., Armstrong G. (2009). Osnovu marketynhu [The basics of marketing].
Moscow: Williams [in Russian].
6. Sait internet resursu “Wikipedia” [Site of internet source “Wikipedia”].
uk.m.wikipedia.org. Retrieved from https://uk.m.wikipedia.org/wiki/Strategy [in Ukrainian].
7. Zaichuk T.O. (2012). Sratehichny i marketynh organichnyh produktiv kharchuvannya
[Strategic marketing of organic food products: monograph] . Kyiv: KNEU [in Ukrainian].
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economist”]. library.if.ua. Retrieve d from https://library.if.ua/book/36/2431.htm l [in Ukrainian].
9. Lutsiak V.V., Furman I.V. Metodologiya rozrobku konkurentnyh innovatsii
pidpryiemstvamy kharchovoi promyslovosti [Methodology of competetive innovations
development by the food industry enterprise]. Naukovii visnyk Mykolaivskoho natsionalnoho
universitetu im. Suhomlynskhoho. Ekonomichni nauky, 108-114 [in Ukrainian].
10. Mazur V.A., Tomchuk O.F., Branitskii U.U. (2017) Metodyka analizu
finansovoho stanu pidpryiemstva vidpovidno do vymoh vnutrishnih i zovnishnih
korystuvachiv [Method of analysis of the financial condition of the company in accordance
with the requirements of internal and external users] Ekonomika. Finansy.
Menezment.:aktualni pytannia nauky i praktyky, 7-20 [in Ukrainian].
11. Savina S.S. (2018). Osoblyvosti stratehichnoho marketynhovoho planuvannia na
pidpryiemstvi [Features of strategic marketing planning at the enterprise]. Lutsk [in Ukrainian].
12. Kaletnik G.M., Kireeva O.G., Pidvalna O.G. (2015) Upravlinnia regionalnoiy
prodovolchoiy bezpekoiy v umovah ekonomichnoi nestabilnosti [Managing Regional Food
Security in Conditions of Economic Instability]. Vinnitsia: Merkiuri-Podilla [in Ukrainian].
13. Lamben G.G. (1996). Sratehichnyi marketynh. yevropeiska perspertyva
[Strategic marketing. European perspective ]. SPb [in Russian].
14. Khassi D. ( 2001). Sratehichiya ta planuvannia [Strategy and pianning]. SPb [in Russian].
15. Uolker O., Boid H. (2006). Marketynhova sratehiya [Marketing strategy].
Vershyna [in Russian].
About journal
051 Economics
071 Accounting and taxation
072 Finance, banking and insurance
073 Management
075 Marketing
076 Business, trade and exchange activities
241 Hotel, restaurant and catering
281 Public administration
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The purpose of the journal "Economics, finances, management: Topical issues of science and practical activity» is the coverage of leading scientific ideas in the economic, financial and management activities of the sectors of the national economy and the involvement of representatives of the domestic and foreign scientific professional community.
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- publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
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It was founded in 1997 under the name "Bulletin of the Vinnytsia State Agricultural Institute". In 2010-2014 he was published under the title “Collection of scientific works of Vinnitsa National Agrarian University”.
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According to the decision of National Council of Television and Radio Broadcasting of Ukraine from 25.04.2024 No. 1337 the scientific journal «Economy, finances, management: topical issues of science and practical activity» has the ID of the Media R30-05171.
