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The Theoretical and Conceptual Basis for Managing the Marketing Activities of a Network of Restaurant Business Enterprises
Kosar O. V.

Kosar, Oleksandr V. (2021) “The Theoretical and Conceptual Basis for Managing the Marketing Activities of a Network of Restaurant Business Enterprises.” Business Inform 8:203–210.
https://doi.org/10.32983/2222-4459-2021-8-203-210

Section: Management and Marketing

UDC 339.138:640.43

Abstract:
The article is aimed at forming and substantiating the theoretical and conceptual basis for managing the marketing activities of a network of enterprises according to the proposed elements with the possibility of determining parametric characterizations and their implementation in the practical activities of enterprises, including restaurant business establishments. As a result of thorough research of works of domestic and foreign scholars on the theoretical and methodological principles of formation and development of management of marketing activity, the subject, object and main tasks for the network of enterprises are determined. The defined tasks are proposed to be divided into three blocks, for each of them are distinguished key aspects that the network of enterprises should take into account when managing marketing activities. The theoretical and conceptual basis for managing the marketing activities of a network of enterprises, including restaurant business establishments, is developed, which will strengthen the fundamental foundations of marketing as a science and increase the adaptability of the implementation of management of marketing activities of enterprises to the current conditions of their functioning in the market. As a result of the formed theoretical and conceptual basis, the parameters of marketing management for a network of enterprises that can be implemented in the activities of enterprises of most spheres and types of economic activity, including restaurant business establishments, are determined. Further scientific researches will be concerned with the formation of structured methodological principles for improving the efficiency of the management system of marketing activities of the restaurant business network.

Keywords: management of marketing activity, theoretical and conceptual basis, networks of enterprises, restaurant business, digitalization of business processes, COVID-19 pandemic.

Fig.: 2. Bibl.: 15.

Kosar Oleksandr V. – Postgraduate Student, Department of Hotel and Restaurant Business, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

List of references in article

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