DIRECTIONS AND TOOLS OF STRATEGIC MARKETING MANAGEMENT OF RETAIL TRADE ENTERPRISES IN MODERN RUSSIA ON THE BASIS OF QUALITY MANAGEMENT

• Main Authors: Zhanna V. Gornostaeva, Natalia V. Lazareva, Marina V. Bugaeva, Olga V. Gribova, Natalia M. Zibrova
• Format: Article
• Language: English
• Published: Center for Quality, Faculty of Engineering, University of Kragujevac, Serbia 2019-06-01
• Series: International Journal for Quality Research
• Subjects: Strategic marketing management; Retail trade enterprises; Modern Russia
• Online Access: http://ijqr.net/journal/v13-n2/4.pdf

The purpose of this paper is to identify the current directions and tools of strategic marketing management of retail trade enterprises in modern Russia, as well as to justify the need of and develop recommendations for their expansion (fuller use). research methodology is based on the application of methods of trend and logical analysis. The authors of the article investigate the factors of strategic marketing management of retail trade enterprises in modern Russia, the Russian practice in the application of directions and tools of strategic marketing management of retail trade enterprises is currently studied; in addition, the prospects for further development of strategic marketing management of retail trade enterprises in modern Russia are justified. As a result, we have come to conclusion that strategic marketing management of retail trade enterprises in modern Russia is carried out fragmentarily, i.e. it involves the use of not all potentially sought-after and available directions and tools. These gaps create further problems in ensuring high operating efficiency and competitiveness of the Russian retail trade enterprises, precluding them from fulfilling their marketing potential to the full extent. The innovative recommendations developed by the authors and aimed at developing strategic marketing management of retail trade enterprises in modern Russia are practice-oriented.