摘要Nowadays small enterprises are considered to be one of the key participants of the marketing environment the main peculiarity of which is the possession of limited resources. Marketing orientation of the company gives the enterprise the opportunity for the accumulation of the efforts according to the marketing requirements. In this case marketing is the instrument which is able to influence the adaptation of the company to the market and increase its efficiency. The goal of the Master’s dissertation is the development of the methodological approach to the increase of small enterprises efficiency through the integrated use of marketing instruments. In the dissertation the author looks into the theoretical and practical issues of small enterprises activity efficiency, explains the definition of the marketing instruments. As the resources of the information for the dissertation there was chosen educational, methodological, scientific and research literature as well as the financial indicators of three retail small enterprises. In the process of working on the dissertation the author developed the methodological approach to the increase of small enterprises activity efficiency which peculiarity is the use of marketing instruments as the addition to the system of the enterprise economic analysis. The implementation of the marketing instruments is done on the basis of the statistical analysis which possesses the high level of objectivity and clarity of the result presentation of the marketing instruments which are one of the main factors of the company’s efficiency increase. As a result of the approbation of the developed methodological approach on retail small enterprises there is the increase of the main indicators of the enterprise efficiency in comparison with the previous results involving the use of marketing instruments. The developed methodological approach is the inner instrument for the increase of the company’s activity.
|导师||Ирина Сергеевна Пелымская (Supervisor)|
Повышение эффективности деятельности малых предприятий за счет комплексного использования маркетинговых инструментов: магистерская диссертация
Канаева, П. А. (Author). 2020
学生论文: Master's Thesis