Marketing research of the local market: importance and problems of realization

Iryna lugovska
PhD, Associate Professor, Examination Commodities and Services Department, Odessa National Economics University, E-mail:lugovskairyna@gmail.com

Andriy Vorobiov
Competitor, Economics and Management of National Economy Department, Odessa National Economics University, E-mail:vorobiov@donhleb.com.ua

Cite this article:

Lugovska, I., Vorobiov A. (2015), Marketing research of the local market: importance and problems of realization. Ed.: M. Zveryakov (ed.-in-ch.) and others [Marketynhovi doslidzhennia lokalnoho rynku: znachennya ta perspektyvy zdiisnennia, za red.: М. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin (ISSN 2313-4569), Odessa National Economic University, Odessa, Issue 1, No. 56, pp. 71–77.

Abstract

The systematization and generalization of approaches to the definition of marketing research are presented in the article, based on which the authorial definition of marketing research of local market is set. Marketing research of local market as a source of reliable information for an enterprise is considered. Expediency of drawing on marketing research as to the central leading function of management by an enterprise at the local market is well-proven.

Keywords

system of marketing researches of enterprise; function of marketing management; marketing information; processes of marketing research at local level.

JEL classification: M300

UD classification: 339.1-051

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