AbstractIn this master's thesis, problems of introduction of marketing management in activity of the enterprises of small business are considered. The purpose of the dissertation research is the scientific comprehension of theoretical provisions and practical recommendations on marketing management of business activity of enterprises that take into account the specifics of small business and ensure the effectiveness of its marketing activities using Lin technologies.
The main results of the research, representing scientific novelty: the definition of "business activity of the enterprise" was clarified, the differences in the concepts of "marketing management" and "marketing management" were revealed, a value chain for small business customers was developed on the basis of a "pull system" using Lin technologies.
Practical results of the research: problems of entrepreneurship development are singled out, conclusions about the attitude of the Ural entrepreneurs to marketing management are drawn, an optimized scenario of including consumers in the process of creating value with the help of the Lean Production Toolkit is developed.
|Date of Award||2018|
|Supervisor||Юлия Анатольевна Мальцева (Supervisor)|