Journal
Scientific journal NRU ITMO Series "Economics and Environmental Management"
UDK339.138
Issue:3 (22)
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Research of interrelation of potentials of the company: marketing potential, economic potential and market potential
Annotation
In a scientific paper presents different views of scientists on the definition of uplift «marketing potential of the company», justified the need to clarify the problems of this notion. The authors identified three main approaches to the definition of marketing potential: resource approach, effective approach and a targeted approach. Through specification of essence and the distinctive features of the concept of the «potential» to the system approach, presents the author's interpretation of the concept of «market potential of the enterprise», implementation and evaluation is possible only within the framework of marketing goals. The authors investigated the concept of the described definition presented within the allocated approaches to its definition. The structure of potential of marketing as system which includes six components ― subsystems. For research of interrelation of marketing potential, economic potential and market potential of the company, the analysis of the existing approaches to definition of the last of two is carried out and their definition is specified. The authors have clarified the confusion in determining the two different concepts - the «market potential» and the company «potential market»: they cannot be equated; the market potential wider market potential of the company. In the process of studying the relationship of three potential revealed their relationship, communication and position relative to each other.
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