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Improvement of Information and Analytical Support of Strategic Marketing Management of Confectioneries

Author

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  • Yanevych Mykhaylo M.

    (Ternopil National Economic University)

Abstract

The article develops and offers to introduce a mechanism of information and analytical support of strategic marketing management of confectioneries, which consists of seven components of various hierarchical levels: macro-marketing and micro-marketing environments, trade, infrastructure, consumer, resource and production and organisational components. A confectionery can justify an optimal marketing strategy within this mechanism, due to consideration of the state of external environment and its impact on internal environment with application of strategic management tools. The author identifies direction of influence of external environment components upon key business processes of strategic marketing management, reveals the nature of transformation of main qualitative indicators of marketing management by means of improvement of its information and analytical support and offers to introduce a system of quantitative indicators of its efficiency. The offered scorecard should become the basis of the methodology of assessing efficiency of information and analytical support of strategic marketing management.

Suggested Citation

  • Yanevych Mykhaylo M., 2013. "Improvement of Information and Analytical Support of Strategic Marketing Management of Confectioneries," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 12, pages 389-394.
  • Handle: RePEc:idp:bizinf:y:2013:i:12:p:389_394
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