The marketing potential of the enterprise and the possibilities of its development in modern conditions

The article is devoted to the study of the modern concept of “marketing potential” and the possibility of its use for the development of modern enterprises. Scientific research in recent years has studied the concept of “potential” in detail from the point of view of theory and practice. The marketi...

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Autores principales:	N. V. Arsenieva, L. M. Putyatina
Formato:	article
Lenguaje:	RU
Publicado:	Publishing House of the State University of Management 2021
Materias:	marketing potential functional features marketing concepts enterprise life cycle research methods potential development marketing strategy marketing effectiveness Sociology (General) HM401-1281 Economics as a science HB71-74
Acceso en línea:	https://doaj.org/article/3e1e5a255d95430d906acf19c3df8b29
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spelling	oai:doaj.org-article:3e1e5a255d95430d906acf19c3df8b292021-12-03T07:43:36ZThe marketing potential of the enterprise and the possibilities of its development in modern conditions1816-42772686-841510.26425/1816-4277-2021-7-5-11https://doaj.org/article/3e1e5a255d95430d906acf19c3df8b292021-09-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2974https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The article is devoted to the study of the modern concept of “marketing potential” and the possibility of its use for the development of modern enterprises. Scientific research in recent years has studied the concept of “potential” in detail from the point of view of theory and practice. The marketing potential is a relatively new category and its emergence is dictated by the development of modern market relations. The article analyses various approaches to the study of this concept based on the evolution of marketing concept. It is emphasized that all the main approaches to determining the essence of marketing potential are based on orientation to the market and consumers. The relevance and novelty of the research lies in a integrated approach to the concept of “marketing potential”: from the point of view of various approaches, concepts, classification by functional characteristics. The purpose of the study is to determine the features of the modern category of “marketing potential of the enterprise” and their scientific use in the implementation of long-term development plans. The methodological basis of the research is modern scientific developments in the field of management, enterprise economics, marketing management. The marketing of the enterprise should correspond to two main concepts: consumer orientation and orientation to a cost approach to management.N. V. ArsenievaL. M. PutyatinaPublishing House of the State University of Managementarticlemarketing potentialfunctional featuresmarketing conceptsenterprise life cycleresearch methodspotential developmentmarketing strategymarketing effectivenessSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 7, Pp 5-11 (2021)
institution	DOAJ
collection	DOAJ
language	RU
topic	marketing potential functional features marketing concepts enterprise life cycle research methods potential development marketing strategy marketing effectiveness Sociology (General) HM401-1281 Economics as a science HB71-74
spellingShingle	marketing potential functional features marketing concepts enterprise life cycle research methods potential development marketing strategy marketing effectiveness Sociology (General) HM401-1281 Economics as a science HB71-74 N. V. Arsenieva L. M. Putyatina The marketing potential of the enterprise and the possibilities of its development in modern conditions
description	The article is devoted to the study of the modern concept of “marketing potential” and the possibility of its use for the development of modern enterprises. Scientific research in recent years has studied the concept of “potential” in detail from the point of view of theory and practice. The marketing potential is a relatively new category and its emergence is dictated by the development of modern market relations. The article analyses various approaches to the study of this concept based on the evolution of marketing concept. It is emphasized that all the main approaches to determining the essence of marketing potential are based on orientation to the market and consumers. The relevance and novelty of the research lies in a integrated approach to the concept of “marketing potential”: from the point of view of various approaches, concepts, classification by functional characteristics. The purpose of the study is to determine the features of the modern category of “marketing potential of the enterprise” and their scientific use in the implementation of long-term development plans. The methodological basis of the research is modern scientific developments in the field of management, enterprise economics, marketing management. The marketing of the enterprise should correspond to two main concepts: consumer orientation and orientation to a cost approach to management.
format	article
author	N. V. Arsenieva L. M. Putyatina
author_facet	N. V. Arsenieva L. M. Putyatina
author_sort	N. V. Arsenieva
title	The marketing potential of the enterprise and the possibilities of its development in modern conditions
title_short	The marketing potential of the enterprise and the possibilities of its development in modern conditions
title_full	The marketing potential of the enterprise and the possibilities of its development in modern conditions
title_fullStr	The marketing potential of the enterprise and the possibilities of its development in modern conditions
title_full_unstemmed	The marketing potential of the enterprise and the possibilities of its development in modern conditions
title_sort	marketing potential of the enterprise and the possibilities of its development in modern conditions
publisher	Publishing House of the State University of Management
publishDate	2021
url	https://doaj.org/article/3e1e5a255d95430d906acf19c3df8b29
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The marketing potential of the enterprise and the possibilities of its development in modern conditions

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