L. I. Telishevskaja, H. I. Komyshan, S. S. Sergeyev
Marketing potential in increasing profitability of company
(original language – Ukrainian)
In this article economic substance of the marketing potential of the company as a unity of economic
and market potential is exposed; the factors that form its structure are characterized, the strategic
analysis of marketing potential of the company to improve its profitability is carried out, the model of the
"tree of goals" is generated, the opportunities are assessed and the proposals are justified to increase the
marketing potential. The impact of increased marketing potential on increasing profitability of the
company is revealed.
Key words: business, marketing potential, profit, marketing environment, marketing factors, SWOTanalysis.
Placed in №3, 2012.
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