WAYS TO INCREASE THE EFFECTIVENESS OF USING MARKETING STRATEGIES IN THE DEVELOPMENT OF THE CONFECTIONERY MARKET
Abstract
This scientific article describes the formation of a marketing strategy in meeting consumer demand for confectionery products, the choice of competitive advantage (cost advantage, market opportunity advantage, etc.), the achievement of strategic goals set by the enterprise using the competitive advantage of its choice, the choice of a base marketing strategy based on a certain advantage, proposals and recommendations on ways to improve the marketing strategy.
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