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Semantic Analysis of the "Marketing Strategy of a Company" Category

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  • Kaliberov Aleksandr G.

    ()
    (Kharkiv University of Humanities)

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    Abstract

    The article analyses main definitions of the "marketing" and "strategic marketing" notions. It identifies main characteristics of the marketing strategy. It conducts a comparative analysis of points of view of both domestic and foreign experts, works of whom are devoted to development of the marketing strategy of a company. The article contains theoretical views on formation of the marketing strategy of a company and key factors that have impact on this process. It focuses on the target destination of the marketing strategy. It justifies the key role of the marketing strategy as a main part of strategic planning of company activity in short-term and long-term prospects, which should be based on the potential of the product in individual markets and the aggregate organisational system of a company.

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    Bibliographic Info

    Article provided by RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics in its journal Business Inform.

    Volume (Year): (2013)
    Issue (Month): 5 ()
    Pages: 268_272

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    Handle: RePEc:idp:bizinf:y:2013:i:5:p:268_272

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    Web page: http://www.business-inform.net

    Related research

    Keywords: marketing; marketing strategy; marketing structure; competition;

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