Ivannikova M. Marketing in the formation of competitive advantage of an enterprise

The dissertation is devoted to the generalization of theoretical and providing practical aspects of marketing support of the process of the formation of competitive advantages for the Ukrainian light industry enterprises. The theoretical aspects and the evolution of concepts of the competitive advantages of enterprises have been researched in this work. The key techniques of effective positioning of products of the enterprise have also been studied; the current practices of assessing the competitiveness of the enterprises have been generalized. Competitive advantages and the methods of interaction among enterprises on the light industry market in Ukraine based on benchmarking using marketing analysis have been investigated. The features of marketing to ensure the competitiveness of the enterprises have been tested. The integrated assessment procedure of the competitive advantage of the enterprises based on the BSC method has been improved. The methods of organizing and ensuring the processes unique value at the enterprise supplying the final consumers have been perfected.