Formation of a system approach to the optimization of marketing management at an enterprise

Authors

DOI:

https://doi.org/10.15587/1729-4061.2016.70540

Keywords:

marketing management, system approach, clustering, machine-building enterprise

Abstract

The problem of forming a system approach to the application of marketing management to the activities of machine–building enterprises is theoretically substantiated and solved. A system of marketing management of the activities of industrial enterprises was designed. A model of the system of marketing management of an enterprise was constructed. The model contains elements of marketing research, it is based on strategic, tactical and operational management of marketing activities, implies formation of an algorithm of optimization of organizational structures of marketing, and the result of its implementation is the design of a scenario-based approach to substantiating decisions regarding increase in efficiency of marketing management at machine-building enterprises.

The process of making management decisions about the organization of marketing activities is based on economic-mathematical modeling and provides the alternativity of choice among creation, reengineering, improvement of organizational structure of marketing, a form of fulfilling marketing activities without creating rigid organizational systems and/or delegating part of marketing functions to the outsourcing by specialized consulting company. The model of optimizing a system of marketing management of an enterprise was proposed, which takes into account clusterization of enterprises by the characteristic of fulfilling marketing functions; the process of management decision making was improved regarding the choice of an optimal structure of organization of marketing management at an enterprise.

Author Biographies

Svitlana Kovalchuk, Khmelnytsky National University Institutskaya str., 11, Khmelnytsky, Ukraine, 29016

Doctor of economic science, Professor, Head of department

Department of marketing and merchandising

Dmytro Kobets, Khmelnytsky National University Institutskaya str., 11, Khmelnytsky, Ukraine, 29016

Candidate of economic science, Senior Lecturer

Department of accounting and auditing

Ludmyla Dybchuk, Khmelnytsky National University Institutskaya str., 11, Khmelnytsky, Ukraine, 29016

Candidate of historical science, Associate professor,

Department of marketing and merchandising

References

  1. Sragovich, V. G., Spalinski, J. (2005). Mathematical Theory of Adaptive Control. Singapore: World Scientific.
  2. Brooks, N. (2003). Vulnerability, Risk and Adaptation: A Conceptual Framework. Working Paper 38, Tyndall Centre for Climate Change Research, University of East Anglia, Norwich.
  3. Lee, J.-Y., Kozlenkova, I. V., Palmatier, R. W. (2014). Structural marketing: using organizational structure to achieve marketing objectives. Journal of the Academy of Marketing Science, 43 (1), 73–99. doi: 10.1007/s11747-014-0402-9
  4. Haghshenas, L., Abedi, A., Ghorbani, E. (2013). Review Consumer Behavior and Factors Affecting on Purchasing Decisions. Singaporean journal of business economics, and management studies, 1 (10), 17–24. doi: 10.12816/0003798
  5. George, T., Chrisa, K. (2007). Marketing Research Merely Reflects The Needs And Wants Of Consumers. Consumers American Journal of Applied Sciences, 4 (8), 587–591. doi: 10.3844/ajassp.2007.587.591
  6. Meagher, K., Wait, A. Firm Organization and Market Structure: Centralization vs. Decentralization. SSRN Electronic Journal. doi: 10.2139/ssrn.1271754
  7. Ivanova A. I. (2014). Marketing Innovations in the Context of Interaction of Enterprises of the Production and Service Sphere on the Basis of Use of Outsourcing. Business Inform, 2, 371–377.
  8. Holmlund, M., Kowalkowski, C., Biggemann, S. (2016). Organizational behavior in innovation, marketing, and purchasing in business service contexts – An agenda for academic inquiry. Journal of Business Research, 69 (7), 2457–2462. doi: 10.1016/j.jbusres.2016.02.014
  9. Chang, W., Park, J. E., Chaiy, S. (2010). How does CRM technology transform into organizational performance? A mediating role of marketing capability. Journal of Business Research, 63 (8), 849–855. doi: 10.1016/j.jbusres.2009.07.003
  10. Saridis, G. N. (2001). Entropy in Control Engineering. Series in Intelligent Control and Intelligent Automation 12. WorldScientific, 1–148.
  11. Voloshyn, O. F., Mashchenko, S. O. (2010). Modeli ta metody pryiniattia rishen. Kyiv : VPTs «Kyivskyi universytet», 336.
  12. Romaniuk, V. V., Nezdorovin, V. P. (2011). Prohramnyi Matlab–modul dlia pobudovy kolektyvnoho poriadku z vykorystanniam uzahalnenoho pravyla Borda u suspilno–ekonomichnykh zadachakh ranzhuvannia za dopomohoiu metodiv holosuvannia. Nauka i ekonomika, 1 (21), 163–170.
  13. Bury, H., Petriczek, G., Wagner, D.; Trzaskalik, T. (Ed.) (1999). Determining of group opinion with the Kemeny's median method (in Polish). In: Preference Modelling and Risk' 99. Katowice.
  14. Davison, M. L. (1983). Multidimensional Scaling. Wiley, New York.
  15. Tolstova, Y. N. (2006). Osnovy mnohomernoho shkalirovania. Moscow: KDU, 160.
  16. Orlov, A. Y. (2005). Pryniatie resheniy. Teoryia i metody razrabotki upravlencheskikh resheniy. Moscow: MarT, 496.

Downloads

Published

2016-06-21

How to Cite

Kovalchuk, S., Kobets, D., & Dybchuk, L. (2016). Formation of a system approach to the optimization of marketing management at an enterprise. Eastern-European Journal of Enterprise Technologies, 3(4(81), 4–12. https://doi.org/10.15587/1729-4061.2016.70540

Issue

Vol. 3 No. 4(81) (2016): Mathematics and Cybernetics - applied aspects

Section

Mathematics and Cybernetics - applied aspects

License

Copyright (c) 2016 Svitlana Kovalchuk, Dmytro Kobets, Ludmyla Dybchuk

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The consolidation and conditions for the transfer of copyright (identification of authorship) is carried out in the License Agreement. In particular, the authors reserve the right to the authorship of their manuscript and transfer the first publication of this work to the journal under the terms of the Creative Commons CC BY license. At the same time, they have the right to conclude on their own additional agreements concerning the non-exclusive distribution of the work in the form in which it was published by this journal, but provided that the link to the first publication of the article in this journal is preserved.

A license agreement is a document in which the author warrants that he/she owns all copyright for the work (manuscript, article, etc.).
The authors, signing the License Agreement with TECHNOLOGY CENTER PC, have all rights to the further use of their work, provided that they link to our edition in which the work was published.
According to the terms of the License Agreement, the Publisher TECHNOLOGY CENTER PC does not take away your copyrights and receives permission from the authors to use and dissemination of the publication through the world's scientific resources (own electronic resources, scientometric databases, repositories, libraries, etc.).
In the absence of a signed License Agreement or in the absence of this agreement of identifiers allowing to identify the identity of the author, the editors have no right to work with the manuscript.
It is important to remember that there is another type of agreement between authors and publishers – when copyright is transferred from the authors to the publisher. In this case, the authors lose ownership of their work and may not use it in any way.