THE COMPONENTS OF INTELLECTUAL MARKETING CAPITAL
Journal Title: Економіка транспортного комплексу - Year 2019, Vol 33, Issue
Abstract
In modern conditions of doing business, the role of intellectual marketing capital in improving the value of the enterprise is increasing. However, in a small number of existing scientific works devoted to this issue, there is no consensus regarding the components of marketing intellectual capital, there are no indicators of the sensitivity of enterprise value to the factors related to marketing intellectual capital. The purpose of this article is the analysis of modern scientific approaches to the formation of marketing assets of an enterprise, as well as determining the factors of formation of marketing sources of enterprise value and indicators of their evaluation. Based on the analysis of scientific research on intellectual capital and its constituent - marketing intellectual capital, the article provides its own definition of the concept of intellectual capital and its integral part - intellectual marketing capital. The composition of the intellectual marketing capital of the enterprise, which includes such factors as customer loyalty, marketing strategy, reputation, marketing information system, brand, is substantiated. The structure of these factors, including two levels, is offered. Based on the analysis of intellectual marketing capital factors, indicators have been determined that measure the sensitivity of enterprise value to each of the selected factors. The results obtained in the article are of both theoretical and practical importance. The theoretical value consists in the further development of the provisions related to the determination of factors influencing the level of capitalization of the enterprise. The practical application of the provisions given in the article to the definition of marketing intellectual capital and indicators for its evaluation will enable managers to make management decisions to increase the capitalization of enterprises.
Authors and Affiliations
A. KONONOV
Keywords
Related Articles
- EP ID EP591465
- DOI 10.30977/ЕТК.2225-2304.2019.33.0.60
- Views 144
- Downloads 0
ВИМІРЮВАННЯ ЕКОНОМІЧНОЇ РЕЗУЛЬТАТИВНОСТІ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА
У статті розглядається питання вимірювання економічної результативності діяльності підприємства. Основна мета дослідження полягає в удосконаленні методичних основ вимірювання економічної результативності шляхом забезпече...
CONCEPTS «LOGISTIC SERVICE» AND «LOGISTIC SERVICING»
In order to fully meet the needs and demands of consumers, logistics services or logistics servicing are used and developed. However, in modern literature and practice, there is no single definition of these concepts, th...
SUBSTANTIATION OF INFORMATION BASE FOR EVALUATING INNOVATIVE CAPACITY OF AN ENTERPRISE
In the article the composition of factors, which are the basis for the evaluation of innovative ca-pacity of an enterprise has been analyzed. In particular, it is pointed out that the key factor in this composition is en...
CLARIFYING THE ESSENCE OF ELECTRONIC MONEY
The subject of the study is a set of theoretical and practical issues related to electronic money, as a modern and advanced payment instrument. The existence of a great number of scientific views on the essence of electr...
AUTOMATION OF INFORMATION SYSTEM OF TRAFFIC DEPARTMENT AT A MOTOR TRANSPORT ENTERPRISE
The issue of creation of an automated information system of traffic department at motor transport enterprise (MTE) with the aim of Microsoft Access DBMS is considered in the article. This tool provides a powerful set of...