Methodical Approach to Ensuring Effectiveness of Marketing Activity of an Industrial Enterprise

Strupynska Nataliia V. ()
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Strupynska Nataliia V.: Kharkiv National University of Economics

Business Inform, 2013, issue 8, 379_387

Abstract: The goal of the article is development and justification of stages of methodical approach to ensuring effectiveness of marketing activity of an industrial enterprise, the basis of which is preliminary assessment of its effectiveness (calculation of integral indicators) and qualitative delimitation of effectiveness by levels. The article offers stages of methodical approach to formation of the programme of ensuring effectiveness of marketing activity of an industrial enterprise, which contains two iterations. The first iteration of the programme lies in reduction of measures in accordance with the co-ordination of strategic goals of the marketing activity, which correspond with the general trend of the strategy of marketing activity. The second iteration of the programme lies in reduction of measures in accordance with consideration of limitation of resources allocated by an enterprise. The prospect of further study in this direction is justification of the offered measures by means of adjustment of the values of relative deviations of partial indicators of effectiveness of the marketing activity and available budget for realisation of measures by factors of significance of measures, which correspond with factors of significance of partial indicators with the purpose of further ranking of measures by priorities. Such a justification could become an additional basis for making managerial decisions on ensuring effectiveness of marketing activity.

Keywords: effectiveness of marketing activity; measures on ensuring effectiveness; components of effectiveness of marketing activity; industrial enterprise; programme of ensuring effectiveness of marketing activity (search for similar items in EconPapers)
Date: 2013
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