| id: | 30731 |
|---|---|
| Title: | Implementation of categorical management in the practice of marketing management of the trade enterprise: modern trends |
| Authors: | Sharko V., Adrusenko N., Havenko M. |
| Keywords: | categorical management, the trade |
| Date of publication: | 2025-01-16 12:07:13 |
| Last changes: | 2025-01-16 12:07:13 |
| Year of publication: | 2024 |
| Summary: | The introduction of categorial management into the practice of marketing management of a trade enterprise is an important component for ensuring the efficient organization of commodity flows and increasing competitiveness. Categorial management is an approach that ensures the management of the product range as separate categories rather than individual products. This allows for a better focus on consumer needs, optimization of turnover, and increased business profitability. Current trends in categorial management (omnichannel approach, digitalization and data analytics, personalization of offers, use of Artificial Intelligence (AI) and automation, integration with supply chains, innovations in packaging and product design, etc.) reflect changes in business environments, technologies and consumer preferences. |
| URI: | http://ir.vtei.edu.ua/card.php?id=30731 |
| Publication type: | Монографія (видана за кордоном) |
| Publication: | Marketing and logistics: innovations, strategies, society : collective monograph. Tallinn, Estonia : Teadmus. 2024. Pp. 369-380 |
| In the collections: | Монографії/ Видання інших установ/ |
| Published by: | Адміністратор |
| File : 30731.pdf Size : 1936302 byte Format : Adobe PDF Access : For all | |
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