Yavors'ka K. Business portfolio strategic marketing management in computer techniques enterprises

The dissertation is devoted to improvement of theoretical basics and practical recommendations on business portfolio strategic marketing management. The scientific approaches of defining the essence of "business portfolio" within thesis were systematized and generalized, the criteria groups which are aimed to measure its balanced level were suggested, features of strategic marketing were given. Expediency of creating within business portfolio business directions, which are based on balanced, synergy, dynamics and interpenetration principles are defined as integration of strategic and supporting business units. It was shown, that business-direction creation is also based on jointly demand effect and mutual strategic marketing management actions. A scientific and methodological evaluation basis of business portfolio balanced level were worked out, which make it possible to lead evaluation on business-direction level. The structure-logical scheme of strategic marketing management activities toward business portfolio was given. The matrix method of strategy for business direction choosing was suggested. Business directions within business portfolio of computer techniques enterprises were formed and its balanced level was estimated. Based on balanced evaluation results, strategic marketing management activities for enterprises were given.