Diploma - Organization of marketing service in the enterprise

Diploma - Organization of marketing service for the enterprise in the market
Introduction 4
Chapter 1. Theoretical aspects of the organization of marketing and marketing management in the enterprise 7
1.1.Organizatsiya Marketing Service as a factor in increasing the efficiency of the firms in the market 7
1.2.Osobennosti management firm on the principles of marketing 12
1.2.1.Evolyutsiya marketing services marketing management 12
1.2.2. The specifics of the organizational structures of marketing management 17
1.2.3. Technology development and implementation of marketing 26
1.3.Protsess marketing management 29
1.4. Evaluation of the effectiveness of marketing services 32
1.4.1. Marketing audit 32
1.4.2.Organizatsionnye marketing aspects of control 35
1.4.3. Evaluation of the effectiveness of the marketing officers and their incentives 40
1.5. The conclusion of the theoretical part 42
Chapter 2. Analysis of the control system of "Bolshoy Gostiny Dvor" 44
2.1. General characteristics of "Bolshoy Gostiny Dvor" 44
2.2. Market analysis of retail sales 56
2.3. Competitor Analysis 60
2.4. Analysis of consumers 62
2.5. Analysis of Service Marketing of "Bolshoy Gostiny Dvor" 69
Chapter 3. Establishment of marketing of "Bolshoy Gostiny Dvor" 72
3.1.Meropriyatie 1: Formation of the structure of the marketing department at JSC "Bolshoy Gostiny Dvor" 72
3.2.Meropriyatie 2. Developing marketing activities in 2008 81
3.3.Meropriyatie 3. Develop a job description marketing team 90
3.3.1.Dolzhnostnaya instruction Head of Marketing 90
3.3.2. Job Description marketer 95
3.4.Vyvody 100
Conclusion 101
References 104