Home  Journals  Finance and Credit  34(562) - 2013 September

Assessment of marketing capacity of the enterprise

Available online: 15 September 2013

Subject Heading: ECONOMIC ISSUES

JEL Classification: 

In the article the system analysis of existing approaches to an assessment of marketing potential is carried out, the model of its development which reflects external and internal factors, resources, the market opportunities, competitive positions, groups of influence, etc. is developed. The offered technique of an assessment of future level of factors of potential allows to define reasonably more possibility of marketing activity in the short term and to choose the directions of effective development of the company.

Keywords: marketing potential, assessment, marketing resources, market opportunities, external marketing environment, internal marketing environment, potential factor, discounting coefficient

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ISSN 2311-8709 (Online)
ISSN 2071-4688 (Print)

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