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Economy, finances, management: Topical issues of science and practical activity

space SCIENTIFIC JOURNALS OF VINNITSA NATIONAL AGRARIAN UNIVERSITY

Issue №: 9 (37)

Published: 2018.12.23
DOI: XX.XXXXX/XXXXXXXXXXXXX


Description:
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.

Read about journal

MARKETING STRATEGY OF THE ENTERPRISE: ESSENCE OF THE CONCEPT AND FEATURES OF FORMATION IN MODERN ECONOMIC CONDITIONS

DOI: XX.XXXXX/XXXXXXXXXXXXX
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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).

Annotation

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. 

Keywords: strategy, market, marketing strategy, external environment, complexity, uncertainty, modern economic conditions.

List of references

1.  Aiferov  A.V. (2004).  Metodu  marketynhovoi diyalnosti  [Methods of marketing 

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].  

8.  Sait internet resursu  “Biblioteka ekonomista”  [Site of internet source  “Library of 

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].

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About journal

Topics of the 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

 

Key information:
ISSN (print): 2411-4413
DOI: 10.37128

The journal “Economy, finances, management: Topical issues of science and practice” is included in the "List of Scientific Professional Editions of Ukraine". 

The scientific edition is assigned the Category "Б" in the field of economics in specialties 051, 071, 072, 073, 075, 076, 241, 281

(Order of the Ministry of Education and Science of Ukraine No. 249, March 17, 2020).

The journal “Economy, finances, management: Topical issues of science and practice” has a Digital Object Identifier (DOI)

The journal “Economy, finances, management: Topical issues of science and practice” is indexed in such database as Index Copernicus Value (https://journals.indexcopernicus.com/search/form)

 

The editorial board of the journal is guided by the principles of scientific, objectivity, professionalism, informational support of the most significant innovative researches, observance of standards of publishing ethics.

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.

 

Objectives of the journal:

  • publication of research findings on innovation in the economy, financial and management spheres, innovation of production processes;
  • expanding partnerships with international scientific publishing organizations;
  • enhancing the culture of reviewing and annotating published material;
  • adherence to editorial ethics.

 

Article publishing is a paid service. Cost for printing in professional publications in accordance with the Decree of the Cabinet of Ministers of Ukraine of August 27, 2010 No. 796 "On approval of the list of paid services that can be provided by state educational institutions, other institutions of the educational system belonging to state and communal ownership" and the order Rector of the Higher Education University Mazura VA dated March 14, 2018 No. 93 “On setting the cost of printing in professional editions of the University”.

The cost of printing one page in professional editions of the university is 60 UAH.

An additional copy of the magazine with the mailing list costs 450 UAH.

Recipient: Vinnytsia National Agrarian University MFO 820172 Current account No. 31256282102055 Code 00497236 Bank State Treasury Service of Ukraine, Kyiv. VAT payer code 004972302286. Registration number 100271744. Purpose of payment: for printing an article in the journal: ”Economy, finances, management: Topical issues of science and practical activity "

History of journal:

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”.

From 2015 ”Economy, finances, management: Topical issues of science and practical activity” (Certificate of State Registration of Mass Media No. 21154-10954 of PR as of December 31, 2014)

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.