Trajectory of marketing function ‒ from traditions to innovations

Purpose – to review modern marketing concepts, definitions of the constituent elements in the marketing system at enterprises and to substantiate the basic postulates underlying the development of innovative marketing at enterprises in order to improve competitiveness of products. Design/Method/Approach. In the course of the study we used methods of theoretical generalization, reasoning and abstraction, as well as analytical, monographic, dialectic methods. Findings. We have revealed the essence and content of the concept of marketing. It has been substantiated that the development of marketing support is a sophisticated dialectical process of interaction between factors from the external environment and the targeted influence of drivers associated with the production of competitive products that satisfy certain market needs. We have reviewed and substantiated the essence, objectives, basic tools and principles of marketing function. We have developed and scientifically substantiated organizational components in the innovative marketing at enterprises based on ensuring the coordinated interaction between their innovation and marketing activities. The essence, content, and principles of the term "innovative marketing" have been defined. We propose a classification of varieties of innovative marketing depending on their functional belonging. Practical implications. Results of the study can be used in the development of proposals related to the effective formation and application of marketing at an enterprise. Originality/Value. We have devised a classification of the marketing function at an enterprise. The basic principles of marketing function have been substantiated. We have defined the methodological provisions for studying the marketing function at an enterprise. The essence, content, and structure of innovative marketing have been determined as an important and integral component of conducting an economic activity by an enterprise, which implies the creation of a fundamentally new product (good, technology, service); the application of innovative marketing has been emphasized for improving business processes at an enterprise. Research limitations/Future research. The task is to develop an effective mechanism for the efficient functioning of marketing under different situational and market-led fluctuations under conditions of market volatility. Paper type – theoretical.

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E-Business Technologies in E-Market Literature

Selected Readings on Information Technology and Business Systems Management ◽

10.4018/978-1-60566-086-8.ch013 ◽

2011 ◽

pp. 244-268

Author(s):

Nikos Manouselis

Keyword(s):

Conceptual Model ◽

Market Research ◽

Business Processes ◽

Electronic Markets ◽

Research Literature ◽

Future Research ◽

Research Attention ◽

Novel Technologies

E-business processes are implemented through existing, as well as novel technologies. This book chapter focuses on the field of electronic markets (e-markets), and studies the technologies and solutions that are applied and proposed in this field. In particular, the chapter reviews e-market literature in order to identify which are the technological trends that have appeared in the e-markets field during the last decade. A conceptual model that allows for the classification of e-market research literature according to a number of technical topics is first introduced. Then, e-market literature is reviewed, and the technologies that seem to be attracting more research attention are identified. Representative contributions are discussed, and directions for future research are indicated. The overall aim of this chapter is to provide a blueprint of the literature related to e-business technologies for e-markets

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READINESS FOR DIGITAL TRANSFORMATION – THE OUTLOOK OF TOP BALTIC COMPANIES

Acta Prosperitatis ◽

10.37804/1691-6077-2021-12-119-136 ◽

2021 ◽

Vol 12 ◽

pp. 119-136

Author(s):

Aleksandrs Popovs ◽

◽

Zane Drinke ◽

Keyword(s):

Business Processes ◽

Digital Transformation ◽

Point Of View ◽

Future Research ◽

Online Questionnaire ◽

Statistical Population ◽

Selective Approach ◽

Modern Business ◽

Market Needs ◽

Operational Concept

The aim of this study was to explore and assess the point of view on digital transformations of companies who are currently in the transformation program and running digital transformation projects. The study collects data from diverse top companies across Baltics region across various industries. Within the study the descriptive researchmethod isin use. The statistical population of this study is an extended list of companies from the Coface study for Baltic top 50 ranking for 2019. The sampling for the study was based on purpose selective approach which includes 11 companies from the statistical population. The data collection was carried out by an online questionnaire and afterwards through interviews with the respondents to validate the data provided. The results of the research is the outlook created which includes a number of aspectsto be considered for future research: (1) Currently, the competence level of transformation processes in flagship companies and respectively in rest of the companies in the market needs to be improved; (2) Business demand for knowledgeable digitaltransformation experts with comprehensive modern business processes management knowledge is relatively higher rather one with pure technical expertise in cutting cutting edge technologies; (3) To boost digital transformation toward the operational concept of Intelligent Enterprise, support and guidance from the global digital transformation advisory partners is highly recommended.

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Resource efficiency strategies based on the circular economy

European Journal of Management Issues ◽

10.15421/191910 ◽

2019 ◽

Vol 27 (3-4) ◽

pp. 90-98

Author(s):

Artem Nikolaienko

Keyword(s):

Circular Economy ◽

Design Method ◽

Resource Efficiency ◽

Target System ◽

Future Research ◽

Commercial Activity ◽

Production Chain ◽

Theoretical Approaches ◽

Theoretical Generalization ◽

Method Approach

Purpose – to describe resource efficiency strategies based on the circular economy. Design/Method/Approach. Logical and critical, abstract-logical methods are used for the theoretical generalization of crucial approaches to the formation of resource-efficiency strategies based on the circular economy. Research results. There were considered the scientific and theoretical approaches to the formulation of resource-efficiency strategies based on the circular economy. The circularity strategies within the production chain has been formed in the order of priority. The idea of classifying circular strategies has been expanded. Practical implications. The results of the research allow establishing a target system of the circular economy structure, to show the possible effect of the circular economy. Originality/Value. The theoretical bases for the development of the circular economy in terms of identification of the essential tools for the resource-efficiency strategies implementation based on the principles of the circular economy at micro-, macro-, meso-, and mega-levels. Research limitations/Future research. The research serve as the basis for further evaluation and forecasting of the operation efficiency, costs optimization of the production resources and entity’s commercial activity, making the mechanism for the sustainable economic development of the enterprise. .Paper type – theoretical.

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MARKETING MANAGEMENT OF COMPETITIVENESS OF ENTERPRISE PRODUCTS

ED/2019/1 - The economic discourse ◽

10.36742/2410-0919-2019-4-13 ◽

2019 ◽

pp. 123-131

Author(s):

Vitalii Nianko ◽

Vitalii Karpenko ◽

Oleksandr Nezdorovin

Keyword(s):

Effective Means ◽

Marketing Research ◽

Marketing Management ◽

Enterprise Management ◽

Scientific Publications ◽

Marketing Environment ◽

Goods And Services ◽

Theoretical Generalization ◽

Market Needs ◽

Classification Of Varieties

Introduction. In the conditions of globalization of Ukraine, there is a need to increase the effectiveness of marketing management of the formation and development of competitive advantages of economic systems at different levels of management, creation of a modern institutional base to ensure favourable conditions for increasing the competitiveness of domestic producers in the domestic and foreign markets. Today, the development of the economy depends on the viability and creativity of the marketing system, which is an effective means for solving the problem of quality management and competitiveness of goods and services. Methods. The methods of theoretical and creative understanding of the selected topic were used in the study. The theoretical and methodological basis of the study is the position of economic theory, scientific works of domestic and foreign scientists on marketing. The following research methods were used: monograph – in studying the essence of marketing at the enterprise, dialectical method of cognition – in the study of planning and substantiation of the concept of marketing; theoretical generalization and comparison – for the development of the conceptual apparatus and the study of marketing support; abstract and logical – in the theoretical generalization of the essence and mechanisms of marketing management. Monographic works and scientific publications on its subject were the informative basis of the research. Results. The essence and content of the concept of marketing are revealed. It is substantiated that the development of marketing support is a complex dialectical process of interaction of environmental factors and purposeful influence of factors related to the production of competitive products that satisfy certain market needs. The essence, tasks, basic tools and principles of marketing support are considered and substantiated. Organizational components of innovative marketing of enterprises are developed and scientifically substantiated on the basis of ensuring coordinated interaction of their innovation and marketing activities. The essence and content of the term “innovative marketing” are defined. The classification of varieties of innovative marketing depending on their functionality is offered. Discussion. In the future, an effective mechanism of rational marketing functioning for various situational and market fluctuations in the conditions of market volatility will be developed. Keywords: marketing, marketing support, marketing environment, enterprise management, marketing research, competitiveness.

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Economic component in the causes and consequences of emergencies

European Journal of Management Issues ◽

10.15421/191813 ◽

2018 ◽

Vol 26 (3-4) ◽

pp. 126-135

Author(s):

Oleksandr Olegovich Trush ◽

Dmytro Anatoliiovich Gorovyi

Keyword(s):

Causal Relationship ◽

Design Method ◽

Emergency Situation ◽

Economic Factor ◽

Economic Consequences ◽

Economic Losses ◽

Future Research ◽

Negative Consequences ◽

The Impact

Purpose – to elucidate the «economic nature» of an emergencies, to expand the list of reasons for the formation and consequences of the emergencies, taking into account the economic component, and to provide a description of their interrelation in this process. Design/Method/Approach. This work evaluates and summarizes studies that provide economic characteristics and assess the causes and consequences of a emergencies. Findings. An analysis of previous studies on emergencies pointed to a limited focus on economic issues associated. In this paper, the authors substantiated the feasibility and proposed to highlight the economic component in the management of prevention of emergencies, in the management of minimizing negative consequences and to consider this component in the classification of types of emergencies. This work focuses on the causal link between economic costs for the prevention, elimination and elimination of the effects of emergencies (economic losses) in the emergency management system. The examples have proved that all of the emergency preceding processes are economical, that emergency actions are limited to an economic factor, and that emergency situations can have economic consequences. An economic component can be both a cause and a consequence of an emergency. At the same time, the economic causes of emergencies directly affect only the economic consequences (inflation - impoverishment of the population), and their impact on the remaining consequences - indirect, due to the impact of other factors-consequences. Theoretical implications. This research identifies a new classification group "economic circumstances" in the classification of types of emergencies for the causes of the emergence and spheres of manifestation of the consequences. Practical implications. The isolation and systematization of the economic component of emergencies allows us to take into account the economic factor in the development of appropriate prevention algorithms, actions in emergencies or actions to eliminate the negative effects of these events. Originality/Value. The originality of the work is to illustrate the connection between the cause of emergencies and each of its manifestations with the help of the fan matrix. This approach has allowed a clearer outline and a clear indication of the causal relationship in the processes associated with the emergency situation. For example, a causal relationship with the types of emergencies based on the economic component is illustrated with the aid of a fan matrix. Research limitations/Future research. This research is the basis for further improvement of approaches to the estimation of economic indicators of emergencies taking into account the proposed classification groups of types of emergencies. Paper type – theoretical.

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E-Business Technologies in E-Market Literature

Electronic Business ◽

10.4018/978-1-60566-056-1.ch045 ◽

2009 ◽

pp. 725-749

Author(s):

Nikos Manouselis

Keyword(s):

Conceptual Model ◽

Market Research ◽

Business Processes ◽

Electronic Markets ◽

Research Literature ◽

Future Research ◽

Research Attention ◽

Novel Technologies

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E-Business Technologies in E-Market Literature

E-Business Process Management ◽

10.4018/978-1-59904-204-6.ch004 ◽

2011 ◽

pp. 68-95

Author(s):

Nikos Manouselis

Keyword(s):

Conceptual Model ◽

Market Research ◽

Business Processes ◽

Electronic Markets ◽

Research Literature ◽

Future Research ◽

Research Attention ◽

Novel Technologies

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THE CLASSIFICATION OF VARIETIES OF STYLISTIC ERRORS

European Journal of Education and Applied Psychology ◽

10.29013/ejeap-18-2-16-19 ◽

2018 ◽

pp. 16-19

Author(s):

I. O. Ryabenko

Keyword(s):

Classification Of Varieties

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The Zoning System for Strategy Development of SMEs Go Online: A Literature Review

10.31227/osf.io/wu38p ◽

2018 ◽

Author(s):

Sumitro Sarkum

Keyword(s):

Development Strategy ◽

Online Marketing ◽

Strategy Development ◽

Future Research ◽

Information And Communication ◽

Qualitative Descriptive ◽

The Government ◽

Market Needs ◽

Marketing Information ◽

Relationship Of

This study aims to figure out what the relationship of empowerment of SMEs through methods of zoning as marketing strategy of SMEs in two different markets (offline and online). The zoning strategy with information and communication system integrated brings together socialization and promotion in a market. This system can help the government in taking and formulating policies to unite SMEs in a new market by not leaving the old market. The method in this study uses qualitative descriptive. There are three propositions produced in this initial research, the first; Offline and online marketing is very relevant for SMEs in Indonesia. Second; marketing information system is access for SMEs to find out the demand or market needs both domestically and internationally. And third; The zoning system can be used as an online development strategy for SMEs to synchronize two different markets, namely offline and online. Further research is needed to validate the propositions found, to generate hypotheses and empirical evidence, we recommend using mix methods for future research.

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Pengembangan Sistem Informasi Siklus Pendapatan pada PT XYZ (Pendekatan Studi Kasus)

Jurnal ULTIMA InfoSys ◽

10.31937/si.v5i1.214 ◽

2014 ◽

Vol 5 (1) ◽

pp. 12-19

Author(s):

Yohannes Kurniawan ◽

Janastasha Christie Parapaga

Keyword(s):

Information System ◽

Information Systems ◽

Business Processes ◽

Design Method ◽

Accounting Information ◽

Accounting Information System ◽

Accounting Information Systems ◽

Analysis And Design ◽

Research Goal ◽

Revenue Cycle

The research goal is to identify and analyze the need of accounting information system related to the revenue cycle at PT XYZ. This paper designing the useful of accounting information systems to support the current business processes, especially on the revenue cycle process. The design method is an Object Oriented Analysis and Design (OOAD) which refers to the modeling and design requirements discipline. And the result achieved by analysis and design of accounting information systems can support current activities of the revenue cycle, especially for the documentation and store of transaction data, and generate reports in accordance with company requirements. Conclusions derived from the analysis and design is the implementation of a webbased application that can help PT XYZ to do the work in different places, such as marketing office, head office and especially at the exhibition. Index Terms - Accounting Information System, revenue cycle, OOAD

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