Marketing research: corporate competitiveness management

Abstract

Purpose. To identify marketing methods used in the practice of the Russian competitive battle. Methods. The domestic and foreign experience in corporate competitiveness management is analyzed and the approach to ensuring competitiveness of forestry sector enterprises based on assessment of marketing tools as competitiveness element is theoretically substantiated. Results. Basic trends of competitiveness management mechanism development are revealed, competitiveness control system is developed, which allows giving and considering the assessment of marketing means. Also, the article provides the author's view on managing competitiveness of forestry enterprises from the standpoint of marketing approach, which is based on developing long-term, mutually beneficial relationships with key partners. Scientific novelty. The research substantiates the competitiveness management system of forestry sector enterprises through the effective marketing activities and the use of its potential, as well as through rational use of forest raw material resources.