Kaluhina N. Marketing strategy of the telecommunication enterprise development using the diversification principles

Object is a process of development strategy formation of the telecommunication enterprise in modern conditions. Purpose is the theoretical grounds of scientific and methodical concepts and applied approaches in order to form and realize the marketing strategy of telecommunication enterprise development using principles of diversification. Scientific novelty: A scientific and applied approach to the marketing strategy formation of the telecommunication enterprise development on the basis of diversification has been proved for the first time; a scientific and applied ap-proach to a choice of strategic management zones has been improved taking into account risk; a scientific and applied approach to strategic zones separation of housekeeping taking into account risk; methodical concepts of marketing communication channels formation of the telecommunication enterprise forming the multichannel system of marketing communications as well as a scientific and applied approach to an effect assessment from marketing strategy realization of the telecommunication enterprise development on the principles of diversification have been improved; definitions applied during investigations of the enterprise development, marketing strategy formation and diversification of the telecommunication enterprise activity as well as components of organizational structure of the diversified telecommunication enterprise management have been developed constantly. The results are implemented and used in the activities of Odessa branch of PJSC "Ukrtelecom", in scientific work and educational process of ONAT named after O.S. Popov.