Conceptual Approach to Managing the Marketing Competence of Enterprises

Rvacheva Irina M. ()
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Rvacheva Irina M.: Donetsk National University of Economy and Trade named after M. Tugan-Baranovsky

Business Inform, 2013, issue 8, 373_378

Abstract: The article considers a topical problem of search and justification of conceptual provisions of managing marketing competence of enterprises. The goal of the article is justification of an approach to managing marketing competence of an enterprise and development of its key components that determine direction of managerial influence and architectonics of the managerial process. The author offers a conceptual scheme of managing marketing competence of an enterprise, which consists of the following components: object, item, goals, main principles, methods, stages of managing marketing competence of enterprises, strategies, criteria of assessment of effectiveness of management, and categorical mechanism. The article justifies that managing marketing competence should be based on the following principles: orientation at clients, competitive differentiation, information awareness, dialogue, adaptability. It argues that it is expedient to execute the management of marketing competence of enterprises through the following stages: preparatory, planning, organisational, motivational and control.

Keywords: orientation at clients; competitive differentiation; marketing competence; managing marketing competence (search for similar items in EconPapers)
Date: 2013
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