Tkeshelashvili M. Marketing Management of the Tourist Enterprises

The thesis defines the scientific objectives in regard with the marketing management of tourist enterprises of Ukraine and Georgia. The structure of criteria and indicators for evaluation of marketing management effectiveness is formed, based on marketing, economic and managerial aspects of marketing management. The micro- and macrofactors of tourist enterprises development in Ukraine and Georgia are investigated. The methodical approach to the application / improvement of marketing management of tourism stakeholders, depending on their affiliation to one of four groups: the 'Traditionalists', 'Marketing management start-ups', 'Followers of marketing management' and 'Marketing management leaders' is elaborated. In the dissertation is proposed and justified the use of combined expertise and integrated method for the mathematical justification of the choice set of activities for the tourist enterprises of designated groups, that allows selection of the most appropriate package of measures to strengthen their competitive positions. Practical application of the scientific and theoretical provisions and practical recommendations elaborated in the thesis will provide new vision of the strategic development in times of market's transformations, which is vital to long-term success in the unstable and highly competitive environment.