Innovative Approach to the Formation of a System of Strategic Marketing Management of Tourism Enterprises in Conditions of Market Uncertainty

• Main Authors: Elena Voskresenskaya, Nataliya Shandova, Alyona Sofiienko
• Format: Article
• Language: English
• Published: UIKTEN 2020-08-01
• Series: TEM Journal
• Subjects: marketing; market strategy; strategic system of management; strategic management.
• Online Access: http://www.temjournal.com/content/93/TEMJournalAugust_1076_1087.pdf

The main purpose of the study is to develop methodological basis and practical recommendations in respect of the formation of a system of strategic marketing management of enterprises in conditions of market uncertainty. The urgency of solving this scientific problem consists in the fact that the construction of the market structure of the modern economy requires to solve many strategic managerial tasks on different levels. Within this context, one of the important tasks is to elaborate strategic approaches to advance enterprises in the tourism industry, which allow to use the opportunities of the external and internal environment effectively, to minimize the negative impact of environmental factors, to sustain and to develop competitive advantages in the long run.