Open AccessMARKETING PROTECTOR AS A BUSINESS TOOL FOR KEEPING COMPETITIVE POSITION IN THE MARKET
Author(s) -
Ekaterina V. Krivosheeva,
Andrey Vadimovich Yeremeev,
М.Б. Щепакин
Publication year - 2017
Publication title -
vestnik astrahanskogo gosudarstvennogo tehničeskogo universiteta. seriâ: èkonomika
Language(s) - English
Resource type - Journals
eISSN - 2309-9798
pISSN - 2073-5537
DOI - 10.24143/2073-5537-2017-3-16-35
Subject(s) - marketing , rationalization (economics) , marketing management , business , marketing strategy , position (finance) , order (exchange) , business marketing , return on marketing investment , marketing mix , digital marketing , economics , microeconomics , finance
The article focuses the problems of the Russian economy and the opportunities for the implementation of the innovative development model. The need of perfection of marketing behavior for enterprises in order to conquest advantageous competitive positions in the market has been proved. It is offered to consider the influence of marketing-behavioral reflection as a tool of business management and consciousness of consumers. The authors suggest to increase influence of motivational, communication, behavioral and innovative factors in the process of creating effective value chains. It is offered to solve marketing-resource contradictions in a marketing communication area of the subject by means of including a marketing protector for reaching consensus between the interacting parties for receiving mutual benefits and preventing social-economic losses in different spheres of business. The concept of marketing simulation as manifestations of certain forms marketing behavior subject has been introduced. The model of retention of competitive business position through activation of the marketing protector under rationalization of marketing behavior by the participants of relations in the process of building their values chains has been offered.