RESEARCH OF COMPONENTS OF THE MARKETING POTENTIAL OF THE ENTERPRISE
Journal Title: Бізнес-навігатор - Year 2018, Vol 5, Issue 48
Abstract
Research of components of the marketing potential of the enterprise. The article suggests defining the marketing potential as the company’s ability to provide a link between the supply and demand of the company’s goods by accumulating the necessary marketing resources and using marketing competencies and opportunities of the external environment.In this approach, attention is focused on marketing competencies that allow the company to respond quickly to market changes, and development of relationships with customers and business partners, which will help the company generate new knowledge and exchange existing knowledge about the formation of demand in new markets. The formation, development, and use of marketing potential are proposed to be provided through a business model that goes beyond the scope of a single enterprise and includes suppliers, distribution channels, the end users themselves.
Authors and Affiliations
N. V. Shandova, M. O. Shulha
Keywords
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