Yalovega L. Formation of Marketing Potential of Milk Processing Business

The thesis concentrates on foundation of theoretical-methodological approaches of formation of marketing potential of milk processing business. The functional model of formation, estimation and improvement of marketing potential of milk processing business has been developed. The base of this model is marketing strategy of European integration that provides increase of dairy products quality by means of formation of partnership relations based on market participants, extension of existing market segments and learning foreign ones as well as domestic marketing. The main stages of domestic marketing of milk processing business have been proposed. These stages include marketing service arrangement, mentoring institute, staff motivation, corporative culture formation, business image formation, marketing personnel control.