International integration and development of marketing potential of industrial enterprises
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2017, Vol 4, Issue 82
Abstract
Annotation. The purpose of the publication is to analyze and justify the peculiarities of the industrial enterprises marketing potential formation and management under the conditions of international integration processes. Methodology of research. The objectives of the article implemented by using the following methods: analysis and synthesis, systematization and generalization. Findings. The modern tendencies of globalization and integration are investigated. The periodization of cycles of global globalization is concretized. Factors ensuring effectiveness and competitiveness are grouped and which form the potential of an industrial enterprise. It is established that a high level of diversity and complexity of contradictions and problems of modern socio-economic transformations of the enterprise, uncertainty and unpredictability of changes in the conditions of its operation determine the strategic nature of management decisions to regulate the development of the enterprise. Unquestionable direction to ensure competitiveness and development is to focus on market research and market management of marketing potential. Elements of marketing management of the enterprise are specified. Practical value. The conclusion is made that the processes of integration of economic relations strengthen the sensitivity of enterprises to changes in the market environment and require the strategic management of marketing activities, ensuring its effectiveness and development of marketing potential.
Authors and Affiliations
I. Polishchuk
Keywords
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