The dissertation presents a new solution to the scientific problem of ensuring
effective marketing activities of advertising enterprises by substantiating the theoretical
and methodological principles of competitive marketing strategy and providing
practical recommendations for their effective implementation in marketing activities.
Thus, the competitive marketing strategy of an advertising enterprise is to provide the
necessary level of competitiveness of an advertising enterprise as a long-term priority
of its behavior through: systematic and flexible management of both its own activity
and market factors on the strategic and marketing principles; integrated use of
competitive advantages, existing resources and potential; comprehensive monitoring of
changes in the competitive environment, competitors' actions, preferences and
consumer behavior; rapid adaptability and transformation of actions, marketing tools
depending on external changes, changes in market factors and resource potential.
The conceptual apparatus conceptual apparatus of marketing activity of
advertising enterprise, in particular the content of the concepts "marketing", "marketing
strategy", is analyzed and specified.
The algorithm of forming a competitive marketing strategy of an advertising
enterprise has been formed, the main advantages of which are: it represents a clearly
expressed sequence of actions for the formation of a competitive marketing strategy of
an advertising enterprise, and provides for multivariate; between different stages of the
process of forming a competitive marketing strategy there are direct and feedback links;
not only the strategic stage is presented in the algorithm, which allows to ensure highquality
interaction of all existing processes of forming both strategy formation and its
implementation; special attention is paid to the research and evaluation of the
competitive environment and market position of the studied enterprise; the prevailing
advantage of an overall competitive strategy over other marketing strategies and tools.
A balanced scorecard is formulated and substantiated for evaluating the
effectiveness of a competitive marketing strategy of an advertising enterprise, which is
built taking into account the peculiarities of the business activity of advertising
companies, takes into account financial activities, internal processes and activities,
consumer relations, training and development of personnel, and considers each has a
corresponding degree of significance.
In order to improve the methodology of evaluating the effectiveness of a
competitive marketing strategy of an advertising enterprise, an improved integral
indicator of evaluating the effectiveness of the implementation of a competitive
marketing strategy of an advertising enterprise, the calculation of which is carried out
on the basis of the system of certain balanced indicators, taking into account the
peculiarities of economic activity, by determining their average rate of change over
where several periods (before the time of the implementation of the enterprise strategy
and the period when the strategy was implemented).
The perspective directions of further scientific researches on the theme of the
dissertation are determined, among them: mechanisms and tools for marketing
activities, given the constant instability of the environment, new challenges, risks and
threats.
