Management of marketing activities in enterprises-suppliers of spare parts for agricultural machinery

Volodymyr Kylypenko

Ekonomika, Journal for Economic Theory and Practice and Social Issues, 2018, vol. 25, issue 9

Abstract: The purpose of the article is to determine basic approaches and factors concerning formation of the management structure of enterprise marketing activity, and analyze the main types of management structures of the marketing activities of enterprises in the market of spare parts for agricultural machinery in Ukraine, considering the experience of the world market leaders. Research methods. In the research process have been used the following scientific methods: complex approach for study of processes and phenomena related to the research topic; the monographic method for analysis of recent researches and publications of foreign and Ukrainian scientists; the method of synthesis and formulation of conclusions; empirical methods of analysis; field studies conducted by surveys of specialists in this field. Research results. A survey of marketing specialists in the market of spare parts to agricultural machinery have been conducted in the process of study of management of marketing activities for suppliers of spare parts for agricultural machinery. The basic types of management structures of marketing activity of enterprises in the market have been determined and influential factors have been identified. It has been specified the list of tasks of the organizational structures. The variants of typical management structures applied in activity of international companies and of Ukrainian enterprises-suppliers of spare parts have been considered and analyzed. Elements of scientific novelty. Theoretical positions of the management of marketing activities for supply companies have been developed. Special attention has been paid to the process of adaptation of theoretical and practical achievements in marketing management for suppliers of spare parts for agricultural machinery. Practical significance. The research results have a practical importance in process of efficient management of marketing activities in modern enterprises, activity of which must be aimed at improving the overall result of the agro-industrial complex of Ukraine. It has been developed practical recommendations for enterprises in choosing organizational structures for managing activities in the market of spare parts to agricultural machinery in Ukraine. Figs.: 2. Refs.: 13.

Keywords: Institutional; and; Behavioral; Economics (search for similar items in EconPapers)
Date: 2018
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