Semantic Analysis of the "Marketing Strategy of a Company" Category

Kaliberov Aleksandr G. ()
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Kaliberov Aleksandr G.: Kharkiv University of Humanities

Business Inform, 2013, issue 5, 268_272

Abstract: The article analyses main definitions of the "marketing" and "strategic marketing" notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target destination of the marketing strategy. It justifies the key role of the marketing strategy as a main part of strategic planning of company activity in short-term and long-term prospects, which should be based on the potential of the product in individual markets and the aggregate organisational system of a company.

Keywords: marketing; marketing strategy; marketing structure; competition (search for similar items in EconPapers)
Date: 2013
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