Improving Approaches to the Formation of Enterprise's Marketing Budgets

Bondarenko, Olena; Kovalchuk, Svitlana; Родіонов, С.О.; Miroshnik, Maria; Kitchenko, Olena; Franchuk, Lesya

doi:10.25115/eea.v39i5.5075

Cited by 2 publications

(2 citation statements)

References 5 publications

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“…Bondarenko, O. et al discuss and analyze the importance of optimizing the advertising budget in the management of business operations and emphasize the changes in the influence of marketing in the sales channel. The main ways and methods of formation of the marketing budget of the enterprise are analyzed and recommendations are made for the allocation of the budget within the advertising channel [18].…”

Section: Introductionmentioning

confidence: 99%

Analysis of Enterprise Management and Marketing Strategy Innovation Based on Big Data Era

Yin

2024

Applied Mathematics and Nonlinear Sciences

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The improvement of the level of informationization and the development of network science and technology have prompted the transformation of marketing methods, and the requirements of the market for the management of enterprise marketing strategy are also improving. This paper integrates the process of enterprise management and enterprise marketing strategy construction, and constructs the model of continuous marketing ability according to the system of enterprise marketing strategy operation ability and marketing strategy construction process, and constructs the model of enterprise management and enterprise constant marketing ability. From the perspective of resources and competition, the enterprise marketing power model and marketing resource allocation model are proposed and analyzed. Combined with the market research data, the user groups of R Vehicles Ltd. are characterized. With the help of LDA method, the theme capture of multi-platform user evaluation text is carried out to establish the product word-of-mouth marketing model. According to the enterprise marketing grid resource demand, BP neural network is constructed to predict the enterprise marketing expenses and evaluate the efficiency of marketing resource allocation. The analysis shows that the company’s marketing staff salary accounts for 0.4909 of the total marketing resources, resulting in a waste of resources, and thus the company should adjust the ratio of marketing resource allocation, focusing on the input to output ratio.

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Section: Introductionmentioning

confidence: 99%

Analysis of Enterprise Management and Marketing Strategy Innovation Based on Big Data Era

Yin

2024

Applied Mathematics and Nonlinear Sciences

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“…Strategic factors for ensuring competitiveness are human capital, knowledge, skills and continuous professional development of the personnel of agricultural enterprises (Chernoivanova et al, 2023). Meeting the needs of buyers (consumers) and gaining competitive advantages also requires an effective marketing strategy and tactics for the enterprise in the market (Bondarenko, 2021). Formation of factors ensuring competitiveness and achieving competitive advantages for agricultural business entities is possible only with an effective investment policy of management (Iastremska et al, 2023).…”

Section: Introductionmentioning

confidence: 99%

Management of the Agricultural Enterprises' Competitiveness in the Context of Food Security

Volyk,

Kukhar,

Bril

2023

BJES

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In the modern conditions of globalisation and transformation, food supply, food safety and development of the agricultural sector are the determining factors of stability. The country's agriculture requires increased competitiveness and the formation of competitive advantages, and agricultural production is one of the risky types of business activity. The insufficient level of development of enterprises in the agricultural sector is due to the need for a system of effective mechanisms for managing the development and competitiveness of agricultural enterprises. The aim of the publication is to study the trends in the development, formation and functioning of agrarian enterprises in the current realities and to develop a mechanism for managing the competitiveness of agrarian enterprises. Results. The paper considers the issues of peculiarities, trends in the development and functioning of agricultural enterprises in modern conditions. The essence of the concept of competitiveness and peculiarities of formation of competitiveness of agricultural enterprises are defined. An assessment of agricultural production is carried out and an analysis by groups of producers is carried out. The dynamics of the number of agricultural enterprises for 2008-2021 was determined. Factors influencing the formation of competitiveness of agricultural enterprises and the place of Ukraine in the world ranking of exporters of agricultural products have been studied. The essence of the mechanism of managing the competitiveness of agricultural formations is substantiated. A model of the mechanism of managing the competitiveness of agricultural enterprises was developed, including economic, organisational and legal subsystems. Conclusions. The existence of competitive advantages is an essential aspect of competitiveness, and increasing the level of competitiveness of agricultural formations and optimising their functioning in conditions of uncertainty is a priority direction of the agricultural sphere of the national economy. Competitive agriculture should ensure the country's food security and contribute to the effective development of rural areas.

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Improving Approaches to the Formation of Enterprise's Marketing Budgets

Cited by 2 publications

References 5 publications

Analysis of Enterprise Management and Marketing Strategy Innovation Based on Big Data Era

Analysis of Enterprise Management and Marketing Strategy Innovation Based on Big Data Era

Management of the Agricultural Enterprises' Competitiveness in the Context of Food Security

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