Strategy and system of marketing for enterprises of gas and oil machinery building, targeting to competition’s ability

Authors

O. V. Martinenko
Kaliningrad Branch of the Russian University of Cooperation, Russian Federation
A. A. Senyuk
Kuban State University, Russian Federation
E. L. Chechetka
Krasnodar Cooperative Institute (Branch) of the Russian University of Cooperation, Russian Federation

Abstract

The article is devoted to the characteristics and features of the strategic approach in industrial marketing based on the holistic marketing concept. A comparative assessment of traditional and holistic approaches is given, the necessity of transition from a linear form of marketing interaction to a project form is substantiated, and the classification of additional marketing opportunities of an industrial enterprise in organizational markets within the product life cycle concept is expanded.

Keywords

industrial marketing, organizational marketing, holistic concept, competitiveness

Authors Info

O. V. Martinenko

PhD in Economics, Associate Professor of the Chair of Management at Kaliningrad Branch of the Russian University of Cooperation

Email: omartinenko@rucoop.ru

A. A. Senyuk

Postgraduate Student of the Department of Marketing and Trade at Kuban State University

Email: airborn_kuban@mail.ru

E. L. Chechetka

Postgraduate Student of the Department of Management and Technology of Trade at Krasnodar Cooperative Institute (Branch) of the Russian University of Cooperation

Email: chechetka@mail.ru

References

  1. Воронов А.А., Глухих Л.В. Стратегические коммуникации в системе управления промышленностью России // Практический маркетинг. 2007. № 8 (126). С. 7−13.
  2. Воронов А.А., Катичев В.Ф. Показатели и методы оценки эффективности организационно-экономического механизма управления промышленным предприятием // Менеджмент в России и за рубежом. 2004. № 4. С. 98−108.
  3. Воронов А.А., Овчаренко Н.А. Моделирование конкурентных процессов в конкурентной среде промышленных предприятий // Практический маркетинг. 2011. № 5. С. 18−27.
  4. URL: http://www.gks.ru/wps/wcm/connect/rosstat_main/rosstat/ru/statistics/enterprise/indust
  5. Профильные ведомства готовят «дорожную карту» по снижению зависимости ТЭКа от импорта. URL: http://itar-tass.com/ekonomika/1469965

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Article Details

Issue

2015 · No. 1 (37)

Section

Marketing

Publication History

Published 2015-03-10

How to Cite

[1]
Martinenko O.V., Senyuk A.A., Chechetka E.L. Strategy and system of marketing for enterprises of gas and oil machinery building, targeting to competition’s ability // Economics: Theory and Practice. 2015. No 1 (37). С. 61–73. URL: https://etip.kubsu.ru/article/view/202

License

Copyright (c) 2015 O. V. Martinenko, A. A. Senyuk, E. L. Chechetka

Creative Commons License

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