Ryzhak O. Marketing functions outsourcing of trade enterprises

The dissertation analyzed both theoretical and practical aspects of outsourcing in the sphere of marketing at Ukrainian trade enterprises, studied models of cooperation and delegation of functions to external performers to improve the quality of their performance. The classification of outsourcing relationships was improved. A method for justification of the need for attracting outsourcers and risk assessment of the marketing functions outsourcing on the basis of the expert method and the method of cost comparison with self performance of the marketing function at the trade enterprise and with its outsourcing was proposed. A core list of marketing functions was defined, the marketing functions which are mainly outsourced by trade enterprises and which are on principle left for the self performance were studied. Quality evaluation criteria for performing the marketing functions at trade enterprises were defined. The communication tools between the outsourcer and the customer when transferring the marketing functions for external performance were studied; the allocation of responsibility between the employees of the customer enterprise for specific stages of the outsourcing was analyzed. Definition of a new economic category - the outsourcing potential of company's marketing was justified. The method of the logical structure was adapted to the conditions of organization of the outsourcing at trade enterprises. Guidelines for risk assessment of the marketing functions outsourcing on the basis of the expert method were developed