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| Поле | Співвідношення |
| Title | Marketing resources and technologies for innovative potential of industrial enterprise |
| Names |
Stadnyk, Valentyna
Holovchuk, Yuliya |
| Date Issued | 2017 (iso8601) |
| Abstract | The problem of necessity of marketing providing of development of innovative potential of machinery enterprises of Ukraine in order to increase competitiveness of their products in conditions of globalization and dynamic market changes was actualized. Effective and structural approaches to identify the basic nature of innovative potential of the enterprise and managing its development were characterized. We made an aemphasis on the significance of marketing resources for reasonable managing of structural development of innovative potential of the enterprise. We systematized marketing resources and technologies, distinguishing material and non-material components. We distinguished groups of marketing technologies that form strategic and operative basis of development of innovative potential of the enterprise. The firs one deals with proactive behavior of the enterprise on the market, the other – with the reactive behavior. We underlined, that to hold up the competitiveness of the enterprise in the conditions of globalization we must prefer those marketing technologies that provide the development of the innovative potential according to competitive strategies of the enterprise, in the chosen areas of business. |
| Genre | Стаття |
| Topic | markting technologies |
| Identifier | Stadnyk V. Marketing resources and technologies for innovative potential of industrial enterprise / V. Stadnyk, Y Holovchuk // International Journal of Economics and Society. – 2017. – Vol. 2, Iss. 9. – P. 39-45. |