METHODOLOGICAL BASIS OF MARKETING STRATEGIES OF JOINT STOCK COMPANIES
DOI:
https://doi.org/10.55439/EIT/vol12_iss3/i20Keywords:
marketing strategy, joint stock company, marketing analysis, marketing mix, control of marketing activities.Abstract
The article discusses the methodological foundations of marketing strategies of joint-stock companies. The key stages and approaches are analyzed to the formation of effective marketing strategies for joint-stock companies. In particular, the features of the marketing environment and the specifics of the functioning of joint-stock companies, which must be taken into account when developing marketing strategies, methods of conducting comprehensive marketing analysis (analysis of the external and internal environment, competitiveness assessment, SWOT analysis, etc.) for joint-stock companies, approaches to defining goals, objectives and key directions of marketing strategies, taking into account the characteristics of the joint-stock form of ownership, and provides recommendations for organizational, resource and control support for the implementation of marketing strategies in joint-stock companies. The practical significance of the article lies in the fact that the proposed methodological approaches can be used by joint-stock companies in the development and implementation of effective marketing strategies.
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