期刊名称：Vìsnik Žitomirsʹkogo Deržavnogo Tehnologìčnogo Unìversitetu. Ekonomìčnì Nauki
印刷版ISSN：2664-245X
电子版ISSN：2664-2468
出版年度：2019
卷号：87
期号：1
DOI：10.26642/jen-2019-1(87)-72-82
语种：English
出版社：Zhytomyr State Technological University
摘要：The article analyzes different approaches of scientists to the definition of the essence of marketing potential,its structural elements and methods for assessing the effectiveness of marketing potential. The authors’ understanding the concept of «marketing potential» makes it possible to distinguish its clear components as well as the directions for assessing the effectiveness of marketing potential in enterprise’s activity. The analysis of scientific approaches allows to understand that marketing potential is the combination of marketing resources,reserves and external capabilities of the enterprise. The separate elements of marketing potential include material,intangible own resources and enterprise’s reserves as well as opportunities that can be provided by the external environment. The proposed mechanism of marketing potential estimation allows to determine fully the available resources in the enterprise’s current activity and the most effective directions of their use in the long-term outlook. The basis of marketing potential analysis is a comprehensive evaluation approach,the application of which most fully discloses all the available resources.
其他摘要：У статті проаналізовано різні підходи науковців до визначення сутності маркетингового потенціалу,його структурних елементів та методики оцінки ефективності маркетингового потенціалу. Власне розуміння поняття «маркетинговий потенціал» дало змогу виокремит
