Маркетинговий потенціал підприємств: оцінка та розвиток : монографія // Marketing potential of enterprises: assessment and development: monograph
Маркетинговий потенціал підприємств: оцінка та розвиток : монографія // Marketing potential of enterprises: assessment and development: monograph / P. H. Ilchuk, T. V. Lebid. – Lviv : “Novyi Svit-2000” Publishing House, 2026. – 208 p.
ISBN 978-966-418-336-6
350,00 грн.
Форма: друкована книга (видання) 208 с. (чорно-білі)
Папір офсетний. Формат: 60х84/16
Обкладинка: англійська
Мова: українська
In the monograph are improved the conceptual and theoretical foundations of modern marketing and the marketing potential of enterprises and developed methodological and applied recommendations for the formation of marketing strategies for the internationalization of enterprises, identified the factors of the development of the marketing potential of domestic enterprises and substantiated the nature of their influence. The method of strategic analysis of the company’s marketing potential has been improved. The methods of evaluating marketing potential have been improved. A process model of marketing potential management was developed, a classification of measures was developed within the framework of the formation of marketing strategies for the internationalization of enterprises, a scientific and methodological approach to the justification of management decisions regarding the penetration and presence of enterprises in foreign markets was improved, internal factors of the formation of marketing strategies for the internationalization of enterprises were identified.
The monograph can be recommended to students of “Economics”, “Marketing” and “Management” specialties of higher education institutions, postgraduate students, teachers, scientific and practical workers in the field of management.
