Article 25214

Title of the article

                             THE CONCEPT OF STRATEGIC MARKETING AS A BASIS OF COMPANY’S                                   COMPETITIVENESS MANAGEMENT 

Authors

Bakhteev Yusef Dzhafyarovich, Doctor of economic sciences, professor, sub-department of management, Penza State University (40 Krasnaya street, Penza, Russia), baht.au@mail.ru
Belyakova Vera Anatol'evna,  Candidate of economic sciences, associate professor, sub-department of marketing, commerce and services, Penza State University (40 Krasnaya street, Penza, Russia), vera.belyakova@mail.ru

Index UDK

330.163 

Abstract

Background. The article discusses the issues relating to formation of competitiveness on the basis of the concept of strategic marketing. The work analyzes the foreign and authors’ approaches to the theory of strategic marketing. The authors show interconnection and distinctions between the strategic management and the strategic marketing. It is well-proven that, in conditions of turbulence, medium-term and long-term planning and forecasting are possible provided the developed marketing forecasting.
Materials and methods. The authors used general scientific methods of cognition: the dialectic method, the analysis and synthesis, the interconnection betweenscientific ideas, concepts and provisions, developed inRussian and foreign works on the theory of competition and competitiveness, strategic management and marketing.
Results. As a result of the analysis of different theoretical and practical materials it is well-proven that long-term perspective forecasting of factors of marketing environment is reduced to two fundamentals - to the demand related to the forecast of changes of consumer needs and also to the factors that influence the quantitative indexes of the demand, and to market offer of goods and services.
Conclusions. As a result of the forecast of development of marketing environment the authors determined the parameters and criteria of strategic competitiveness, i.e. what should an object correspond to in order to be competitive. Correspondigly, it is proved that management of the strategic competitiveness of Russian enterprises is based on the conception of strategic marketing.

Key words

competition, competitiveness, marketing, strategic marketing.

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References

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Дата создания: 14.11.2014 09:48
Дата обновления: 14.11.2014 16:43