Open AccessDevelopment of a Marketing Strategy for Enterprise Financial Growth
Author(s) -
Олена Лабурцева,
Yaroslava Larina,
Olehorna,
S. Vinichenko,
Viktoriia Hordiienko,
Alaa Tabit Niama Al-Shaban
Publication year - 2021
Publication title -
estudios de economía aplicada
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.123
H-Index - 6
eISSN - 1697-5731
pISSN - 1133-3197
DOI - 10.25115/eea.v39i5.4794
Subject(s) - marketing strategy , marketing , quality (philosophy) , business , marketing management , return on marketing investment , marketing research , digital marketing , marketing mix , marketing effectiveness , philosophy , epistemology
The development of marketing strategies has long been engaged in by scientists and practitioners who have written countless algorithms, mechanisms and schemes for the successful development of a marketing strategy. However, in current conditions, all these developments have become obsolete for one main reason: the behaviour of the buyer has radically changed. This reason has again raised the need to develop effective recommendations for the formation of a marketing strategy for the enterprise's financial growth. The authors analyzed the main aspects of strategic planning, studied the features of the leading marketing strategies. The development of a marketing strategy for an enterprise follows almost the same scheme; however, the study showed that customers had changed dramatically: first of all, they are interested in the personal attitude, and only then in the quality of the goods, the price – the usual indicators that have always been in the first places. Taking into account the changed vector, the authors adapted the algorithm for developing a marketing strategy for the financial growth of an enterprise and tested the operation of one of the proposed tools on a real example, which showed its effectiveness in current conditions.