Artemenko S. Management of marketing potential of retail enterprises

Object - process of management of marketing potential of the enterprise; purpose - the substantiation of the theoretical foundations and the development of methodological and practical recommendations for the management of the marketing potential of retail enterprises; methods - general scientific and specific; results - methodological generalization and application method, which allows to the management of enterprise to make grounded decisions when choosing of tendencies and methods of management the marketing potential of economic players of trade industry; novelty - the scientific and methodical approach to the definition of policy type of the management of marketing potential of a business entity in the field of trade, scientific and practical approach to the selection of the marketing strategy of the trade enterprise development, methodical approach to identifying of management strategy of retailers' marketing potential, methodical approach to assessing competentauthorities of management strategy of the marketing potential of retail enterprises, methodical approach to assessing of the effectiveness of the management of marketing resources, the conceptual approach to the management of marketing potential of economic entity of trade industry; degree of implementation - retailers, higher educational institutions; branch - retail