Formation of the Cycle of Business Processes of Management of Marketing Activity of a Transport Enterprise
The article is devoted to problems of organisation of the process of management of marketing activity of an enterprise. It specifies the model of services of a transport enterprise and provides levels of services and their structure: basic, real, expanded, expected and prospective. The article offers to differentiate planning and realisation of the transportation service by its levels, each of which would correspond with a separate business process of management. It reveals specific features of use of instruments of the traditional, internal and interactive marketing in the market of transportation services. It identifies the structure of the object when managing marketing activity of a transportation enterprise. The article uses the Deming cycle to formulate general principles of formation of business processes of management of marketing activity: "Motivation - Plan - Do - Check - Act". The proposed cycle would ensure continuous improvement of the said business processes of an enterprise in accordance with international quality standards (ISO).
Volume (Year): (2014)
Issue (Month): 2 ()
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