https://repository.hneu.edu.ua/handle/123456789/99 2026-08-15T22:47:52Z 2026-08-15T22:47:52Z Proskurnina N. https://repository.hneu.edu.ua/handle/123456789/41621 2026-08-13T10:36:35Z 2026-01-01T00:00:00Z

Назва: Formation of the marketing strategy of retail enterprises Автори: Proskurnina N. Короткий огляд (реферат): The study examines the theoretical foundations and approaches to the formation of marketing strategies for retail enterprises, taking into account market opportunities, internal capabilities, competitive position, and strategic objectives. The distinction between marketing strategy formation and its implementation is substantiated, and the main stages of strategic decision-making are systematized. Particular attention is paid to strategic analysis, formulation of marketing objectives, evaluation of strategic alternatives, competitive positioning, development of the marketing mix, and resource support. The principal strategic alternatives for retail enterprises, including market penetration, market development, product development, differentiation, and specialization, are considered. A structured and cyclical sequence for marketing strategy formation is proposed. It is emphasized that an effective strategy should combine a stable long-term strategic direction with sufficient adaptability to changes in the external environment.

2026-01-01T00:00:00Z Proskurnina N. https://repository.hneu.edu.ua/handle/123456789/41615 2026-08-11T11:12:14Z 2026-01-01T00:00:00Z

Назва: Modern approaches to assessing the effectiveness of strategic marketing management of an enterprise Автори: Proskurnina N. Короткий огляд (реферат): The study examines modern approaches to assessing the effectiveness of strategic marketing management of an enterprise under conditions of digital transformation, market globalization, increasing competition, and environmental instability. The necessity of moving beyond the assessment of individual financial indicators toward an integrated evaluation system combining financial, market, customer-related, process, and digital criteria is substantiated. The role of CRM systems, Business Intelligence, web analytics, artificial intelligence, marketing automation, and predictive analytics in improving the quality and validity of strategic marketing decisions is highlighted. A structural and logical model of strategic marketing management is proposed, integrating information and analytical support, strategic diagnosis, strategic choice, planning, implementation, control, and adaptation. The main groups of Key Performance Indicators for evaluating marketing effectiveness are systematized, including financial, market, customer-related, and digital indicators. The principles of systemicity, customer value orientation, synchronization, adaptability, evidence-based decision-making, resource concentration, integration, innovativeness, continuity, and measurability are substantiated. Particular attention is paid to the importance of adaptability and continuous monitoring for Ukrainian enterprises operating under wartime conditions, changing consumer behaviour, logistics transformations, and increased market uncertainty. Strategic marketing management is considered as an integrated, continuous, and adaptive system aimed at ensuring the long-term competitiveness of an enterprise.

2026-01-01T00:00:00Z Proskurnina N. V. https://repository.hneu.edu.ua/handle/123456789/41614 2026-08-11T10:55:13Z 2026-01-01T00:00:00Z

Назва: Strategic management of the marketing activities of a business entity Автори: Proskurnina N. V. Короткий огляд (реферат): The study examines the theoretical and methodological foundations of strategic management of the marketing activities of a business entity under conditions of uncertainty and digital transformation. Marketing is considered an integral component of the overall strategic management system that contributes to identifying market opportunities, forming target segments, creating customer value, and ensuring long-term competitive advantages. Strategic management of marketing activities is defined as a systemic, cyclical, and adaptive process integrating strategic, tactical, and operational levels of decision-making. The main stages of the strategic management cycle are identified, including environmental analysis, formulation of strategic objectives, strategic choice, development and implementation of marketing strategies, control, evaluation, and adjustment. Particular attention is paid to strategic analysis, market segmentation, competitive positioning, digitalization, data-driven marketing, CRM systems, Business Intelligence, artificial intelligence, and marketing automation. The necessity of increasing the adaptability of marketing strategies under conditions of high uncertainty is substantiated. For Ukrainian enterprises operating under wartime and post-war conditions, the application of scenario-based strategic management is proposed.

2026-01-01T00:00:00Z Proskurnina N. https://repository.hneu.edu.ua/handle/123456789/41613 2026-08-11T10:42:48Z 2026-01-01T00:00:00Z

Назва: Approaches to the formation of marketing strategies at retail enterprises Автори: Proskurnina N. Короткий огляд (реферат): The study examines contemporary approaches to the formation of marketing strategies at retail enterprises under conditions of digital transformation, changing consumer behavior, and increasing competition. A marketing strategy is considered as a system of interconnected managerial decisions concerning target market selection, value proposition development, positioning, assortment, pricing, distribution channels, marketing communications, and customer service. The market-oriented, resource-based, competitive, and customer-oriented approaches to strategy formation are systematized. Particular attention is paid to customer value, customer experience, competitive advantages, and Customer Lifetime Value (CLV). It is substantiated that an effective retail marketing strategy should ensure the alignment of four interrelated strategic dimensions: market opportunities, customer value, resource potential, and competitive position. Digitalization and omnichannel retailing are considered as important instruments for implementing the selected strategy and strengthening interaction with customers.

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