Determination of efficiency of marketing activity air enterprise on the market today air

Nepop A. V.
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Nepop A. V.: NAU

Вісник економіки транспорту і промисловості, 2015, issue 49, 204-212

Abstract: Scientific novelty of the paper is that based on the specifics of air transport enterprises in today's aviation market, the author of a model of the organization of marketing activities of air transport enterprise with a focus on marketing environment. The proposed model allows to fully consider the factors influencing the marketing activities of the aviation business. It is the basis for the development of innovative models of the mechanism of marketing of air transport enterprises. Also, based on the structure of the marketing division of the air transport enterprises, build a table for the calculation of integrated performance marketing air transport enterprise. The table below is a typical and may vary depending on the tasks. Submission of integrated performance marketing air transport enterprise show the contribution of each of the marketing department in the overall activities of the marketing division aviation enterprise. According to the study proved that the marketing impact on the basic economic indicators of air transport enterprise, to study the effect of the marketing environment for the organization of marketing air transport enterprise, recommendations for assessing the effectiveness of marketing activities of air transport enterprises using the methodology for assessing effectiveness. The practical significance of these results can be used by aviation companies to improve the effectiveness of marketing activities that will improve the organization's marketing policy based on market analysis, which can provide the competitive position of the airline on the air transportation market.

Keywords: АВіАТРАНСПОРТНі ПіДПРИєМСТВА; МАРКЕТИНГОВЕ СЕРЕДОВИЩЕ; ОРГАНіЗАЦіЯ МАРКЕТИНГОВОї ДіЯЛЬНОСТі; ЕФЕКТИВНіСТЬ МАРКЕТИНГОВОї ДіЯЛЬНОСТі (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:scn:031720:15828224

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