Afanasieva O. Marketing policy of companies in the market of meat and meat products

Object is the formation process of enterprises' marketing policy; goal is the development of theoretical positions, grounding of methodological and development of practical recommendations for the formation of companies' marketing policy in the meat and meat products market; methods - general scientific and special ones; results - scientific substantiation and development of theoretical and methodological foundations and practical recommendations on the formation of enterprises' marketing policy in the meat and meat products market; novelty is the conceptual apparatus of the operational marketing theory in part of clarifying the essence of the concept "marketing policy of the enterprise"; methodical approach to assessing the impact of macro factors on the operation of enterprises in the market; scientific and practical approach to the segmentation of the market niche, methodical approach to determining the type of marketing policy of the enterprise, depending on the market penetration strategy based on the proposed presumptive factor, the conceptual model of enterprises' marketing policy formation, grounding of combination of intervals and intrainstrumental means of the concentrated marketing policy.