TY - JOUR
AU - 
AB - ЕКОНОМІКА ТА СУСПІЛЬСТВО Випуск # 28 / 2021 DOI: https://doi.org/10.32782/2524-0072/2021-28-21 УДК 339.138 ESSENCE AND CONTENT OF MARKETING ANALYSIS: THEORETICAL APPROACHES AND APPLIED ASPECTS ORCID: https://orcid.org/0000-0001-8274-5716 Babukh Ilona Yuriy Fedkovych Chernivtsi National University The article examines the essence and content of marketing analysis as a theoretical system and a component of the marketing complex of the enterprise. In the practical aspect, the management of enterprises, making man- agement decisions requires a comprehensive and objective assessment of its activities, current status and existing problems. Marketing analysis in its essence and content is the "creator" of the information that is necessary for the management of the business unit in a constantly changing market. At the same time, the theory of marketing analysis is constantly evolving, the conceptual apparatus is systematically developed and requires further research. The literature represents different views on the essence of marketing analysis, but both theorists and practitioners emphasize that in the management of marketing activities, marketing analysis is an ascending and, therefore, deter- mining element, in addition, by definition, marketing analysis is often identified with marketing research. In a theoret- ical sense, it is important to clearly define the subject and object of marketing analysis, its tasks and 
TI - СУТНІСТЬ ТА ЗМІСТ МАРКЕТИНГОВОГО АНАЛІЗУ: ТЕОРЕТИЧНІ ПІДХОДИ ТА ПРИКЛАДНІ АСПЕКТИ
JF - Економіка та суспільство
DO - 10.32782/2524-0072/2021-28-21
DA - 2021-06-29
UR - https://www.deepdyve.com/lp/unpaywall/I5mzObwpZc
DP - DeepDyve
ER -