publication . Article . 2016

Key determinants of managing the marketing asset of global companies

Tatyana Tsygankova; Roman Ponomarenko;
Open Access English
  • Published: 01 Dec 2016 Journal: International Economic Policy, volume 25, issue 2, pages 75-97 (issn: 1811-9832, eissn: 1812-0660, Copyright policy)
  • Publisher: Kyiv National Economic University named after Vadym Hetman
As a result of organization and summarization of key concepts of evolution of the marketing tools of global companies, the authors determined the role of the marketing assets in the system of modern marketing management (as a dialectically higher stage of development of the analyzed tools, which will allow overcoming the antagonistic contradiction of “P- and C-vectors” of their development). The article identified the optimal set of key elements of the system of marketing assets, which are the brand, customer loyalty, reputation, network cooperation, marketing strategy, internal marketing, marketing information system and marketing innovation. Due to correlation...
free text keywords: Marketing assets, international marketing, strategic marketing management, global companies, multinational corporations, business performance, marketing mix, brand management, marketing tools, lcsh:Balance of trade, lcsh:HF1014
Science and Innovation Policy Studies
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