Shpylyk S. Development of the competitive strategy on the basis of marketing (on example of publishing business)

An object is a process strategic development of marketing management of the publishing business in the conditions of intensifying of competition. A purpose is the development of theoretical and methodical positions and suggestions concerning the formation mechanism of competitive strategy based on publishing companies improve their marketing tools for assessment and identify priority levers of organizational-economic mechanism for strategic marketing management of the publishing business. Methods are analysis and synthesis, historical method and generalization; expert, quality methods of evaluation; analytical grouping, correlation and mathematical economics methods of regressive analysis; induction and deduction, scientific generalization; portfolio analysis. Results - developed approaches to the formation of competitive strategy mechanism based on improving marketing tools to evaluation of the publishing company. Novelty - going is developed near determination of competitive strategy organizational-economic mechanism of the publishing business, the conceptual apparatus in relation to categories of "competitive strategy" and "publishing business" were formed. The approaches to development strategy, the process of calculation of competitiveness, conceptual approaches and measures to stimulation of development were improved. It is implemented in activity of subjects of evaluation activity, in practical activity of the publishing business, in an educational process. A branch is publishing and printing industry.