Scientific Bulletin of the Odessa National Economic University 2015, 12, 148-160
Open Access Article
Pitel Nina
Candidate of Еconomic Sciences, Assistant Professor, Uman National University of Horticulture. E-mail:nina-pitel@mail.ru
Verniuk Nataliia
Uman National University of Horticulture. E-mail:vernata77@mail.ru
Pitel N., Verniuk N., (2015) Formation of marketing management system by AIC enterprises in conditions of international business development. Ed.: М.D. Baldzhy (ed.-in-ch.) and others [Systema pensiinoho zabezpechennia Ukrainy ta yevrointehratsiini protsesy; za red.: М. D. Baldzhy (gol. red.)], Scientific Bulletin of the Odessa National Economic University (ISSN 2313-4569), Odessa National Economics University, Odessa, No. 12(232), pp. 148-160.
The article analyzes current trends of foreign trade of Ukraine and in particular of AIC products. It is proved that the application of marketing management system in foreign economic activity of enterprises is one of the instruments to enhance their international competitiveness. In conditions of globalization marketing management of AIC enterprises develops taking into account global trends that provide a strategic vision, creative approaches, interactive communications and Internet technologies, marketing individualization, direct communication with consumers and loyalty programs. In order to improve international competitiveness and for better use of export potential marketing management of agroindustrial enterprises-International Business entities should be formed based on four complementary subsystems: information management, agricultural marketing research, infrastructure of marketing management, system of strategic and operational management. Only comprehensive functioning of these subsystems will improve profitability and international competitiveness of agroindustrial enterprises in the development of international business operations.
management, marketing, marketing management, governance, foreign economic activity, international business, agroindustrial enterprises.
JEL classification: M11 Q12
UD classification: 65.012.32:631.1.027