Marketing management at railway transport enterprises

Tetiana Charkina, Viacheslav Zadoia and Oksana Dmytriieva
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Tetiana Charkina: Ukrainian State University of Science and Technology
Viacheslav Zadoia: Ukrainian State University of Science and Technology
Oksana Dmytriieva: Kharkiv National Automobile and Highway University

Chapter 10 in Innovative development of the road and transport complex: problems and prospects, 2023, pp 158-171 from PC TECHNOLOGY CENTER

Abstract: For railway transport enterprises, which have now experienced devastating crises, the issue of forming competitive advantages and ensuring their sustainable development is gaining relevance. One of these tools is marketing management, which is a modern concept of supporting customer-oriented business and the development of companies in a dynamic environment. Researchers associate its appearance with the development of markets, the expansion of the product range and the first awareness of the need to influence the consumer to maintain competitiveness. The application of marketing management in railway transport, which is based on the active implementation of digital solutions, will allow to achieve a number of economic and social effects, including saving operating costs, improving the quality of services based on the criteria of customer orientation, reliability and safety, and as a result, achieving the stabilization of the activities of enterprises railway industry and improving their competitive positions in the market of transport and logistics services.

Keywords: Competitive advantages; marketing management; customer-oriented business; transport and logistics services; digital platforms (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:baq:pcchap:978-617-7319-71-8-ch10

DOI: 10.15587/978-617-7319-71-8.ch10

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