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


  • Kaliberov Aleksandr G.

    () (Kharkiv University of Humanities)


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.

Suggested Citation

  • Kaliberov Aleksandr G., 2013. "Semantic Analysis of the "Marketing Strategy of a Company" Category," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 5, pages 268-272.
  • Handle: RePEc:idp:bizinf:y:2013:i:5:p:268_272

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    References listed on IDEAS

    1. Xavier Vives, 2001. "Restructuring Financial Regulation in the European Monetary Union," Journal of Financial Services Research, Springer;Western Finance Association, vol. 19(1), pages 57-82, February.
    2. James, Harold, 2012. "Making the European Monetary Union," Economics Books, Harvard University Press, number 9780674066830, December.
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