Improvement of Information and Analytical Support of Strategic Marketing Management of Confectioneries

Yanevych Mykhaylo M. ()
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Yanevych Mykhaylo M.: Ternopil National Economic University

Business Inform, 2013, issue 12, 389_394

Abstract: The article develops and offers to introduce a mechanism of information and analytical support of strategic marketing management of confectioneries, which consists of seven components of various hierarchical levels: macro-marketing and micro-marketing environments, trade, infrastructure, consumer, resource and production and organisational components. A confectionery can justify an optimal marketing strategy within this mechanism, due to consideration of the state of external environment and its impact on internal environment with application of strategic management tools. The author identifies direction of influence of external environment components upon key business processes of strategic marketing management, reveals the nature of transformation of main qualitative indicators of marketing management by means of improvement of its information and analytical support and offers to introduce a system of quantitative indicators of its efficiency. The offered scorecard should become the basis of the methodology of assessing efficiency of information and analytical support of strategic marketing management.

Keywords: strategic marketing management; information and analytical support; marketing information; key efficiency indicators (search for similar items in EconPapers)
Date: 2013
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