Abstract

In the article the chart of base elements of forming of marketing strategy of enterprise is given and indexes which can be applied at the estimation of efficiency of its realization within the limits of the models known broadly speaking are determined.

Keywords: marketing, marketing strategy, market segmentation, price, quality of products, income, competitiveness of enterprise

Cite as: Kvyatkovska, L. (2011). Mechanism of estimation of marketing strategy. Marketing and Management of Innovations, 42, 98-104. https://doi.org/10.21272/mmi.2011.4.2-12

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Illyashenko S.M. Marketingova tovarna politika promislovogo pidpriiemstva: upravlinnya strategiyami diversifikaciyi : monografiya / S.M. Illyashenko, G.O. Peresadko; za zag. red. d.e.n., prof. S.M. Illyashenka. – Sumi : VTD <>, 2009. – 328 s.
2. Lamben Zh. Menedzhment, orientirovannyy na rynok. Strategicheskiy i operacionnyy marketing / Zhan-Zhak Lamben. – SPb : Piter, 2007. – 800 s.
3. Kotler F. Osnovy marketinga / F Kotler.- SPb., Piter, 2003. – 1056 s.
4. Kotler F. Marketing v tretem tysyacheletii: kak sozdat, zavoevat i uderzhat rynok : per. s angl. V.A. Goldicha i A.I. Oganesovoy; nauchn. red. i avt. vstup. st. B.A. Solovev / F. Kotler. – M. : OOO <>, 2000. -272 s.
5. Mak-Donald M. Strategicheskoe planirovanie marketinga / M. Mak-Donald. – SPb : Piter, 2000. – 320 s.
6. Porter M. Konkurentnoe preimushchestvo: kak dostich vysokogo rezultata i obespechit ego ustoychivost / M. Porter. – M. : Alpina Biznes Buks, 2005. – 715 s.
7. Porter M. Mezhdunarodnaya konkurenciya: konkurentnye preimushchestva stran: per. s angl. / M.Porter. – M. : Ekonomika, 2003. – 580 s.
8. Sudnik V. Ocenka effektivnosti marketingovoy deyatelnosti predpriyatiya / V. Sudnik // Spravochnik ekonomista.- 2004. – no8. – S. 34-41.
9. Fathutdinov R.A. Konkurentosposobnost organizacii v usloviyah krizisa: ekonomika, marketing, menedzhment / R.A. Fathutdinov. – M.: Izdatelsko-knigotorgovyy centr <>, 2002. – 892 s.
10. Shershnova Z.Ie. Strategichne upravlinnya: pidruch. / Z.E. Shershnova. – [2-ge vid., pererob. i dop.]. – K. : KNEU, 2004. – 699 s.
11. Yacenko R.N. Modeli ocenki, analiza i prognozirovaniya polozheniya predpriyatiya na rynke / R.N. Yacenko // Biznes Inform.- 2008.- no 3.- S. 25 – 30.