Directions of Increase of Competitiveness of the Enterprise

Kuzmenko, Oksana

doi:10.31435/rsglobal_ijite/01072018/5946

Cited by 2 publications

(1 citation statement)

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“…In the market practice of companies, there is a wide range of marketing strategies to achieve a competitive advantage for the business through [3][4][5][6]:…”

Section: Introductionmentioning

confidence: 99%

Developing client-centred marketing programmes in a fragile external environment

Бондаренко¹,

Иванченко²,

Guzenko³

2023

E3S Web Conf.

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The background to this research was global economic instability, the impact of the pandemic and sanctions policies, which have had a negative impact on Russian trading companies. These facts make it necessary to reconsider strategic decisions with regard to adapting marketing planning in a turbulent external environment. The main purpose of this article is to improve approaches to the formation and implementation of customer-centric marketing programmes of a trade organization. Based on analytical research methods, an adaptive approach to developing a consumer-oriented marketing programme is proposed, taking into account external market opportunities and constraints. Identifies the external environment in which the trade organization operates, which external factors influence it and which of the company's marketing decisions are driven by environmental challenges and risks. The method of grouping marketing activities within a client-centred marketing programme was used. The presented approach to the formation of a customer-centric marketing programme of a trading company solves the issues of timely adaptation to changing market requirements while actively influencing the target consumer within the framework of creating an effective marketing management framework.

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“…In the market practice of companies, there is a wide range of marketing strategies to achieve a competitive advantage for the business through [3][4][5][6]:…”

Section: Introductionmentioning

confidence: 99%

Developing client-centred marketing programmes in a fragile external environment

Бондаренко¹,

Иванченко²,

Guzenko³

2023

E3S Web Conf.

View full text Add to dashboard Cite

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Research of trends in the development of laser additive manufacturing in the Russian Federation on the basis of patent information

Somonov

2021

J. Phys.: Conf. Ser.

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The article presents the results of the analysis of patent documentation on laser additive manufacturing registered in the territory of the Russian Federation. As a result of the research, the dynamics of patent activity is determined, the top patent holders, the leading countries in the considered technological field are identified, the top of inventors is compiled, the main technological segments for application of patented solutions from the field of laser additive manufacturing are identified.

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Directions of Increase of Competitiveness of the Enterprise

Abstract: Methodical and practical approaches to determining the directions of increasing the competitiveness of the enterprise in the conditions of globalization as one of the criteria of efficiency and demand for products.

Cited by 2 publications

References 0 publications

Developing client-centred marketing programmes in a fragile external environment

Developing client-centred marketing programmes in a fragile external environment

Research of trends in the development of laser additive manufacturing in the Russian Federation on the basis of patent information

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