{"id":"https://openalex.org/W4390741868","doi":"https://doi.org/10.15330/jpnu.10.4.31-45","title":"Development of Marketing Strategy on the Example of it Company","display_name":"Development of Marketing Strategy on the Example of it Company","publication_year":2023,"publication_date":"2023-12-31","ids":{"openalex":"https://openalex.org/W4390741868","doi":"https://doi.org/10.15330/jpnu.10.4.31-45"},"language":"en","primary_location":{"id":"doi:10.15330/jpnu.10.4.31-45","doi":"https://doi.org/10.15330/jpnu.10.4.31-45","is_oa":true,"landing_page_url":"http://dx.doi.org/10.15330/jpnu.10.4.31-45","pdf_url":"https://journals.pnu.edu.ua/index.php/jpnu/article/download/7373/7608","source":{"id":"https://openalex.org/S2739180214","display_name":"Journal of Vasyl Stefanyk Precarpathian National University","issn_l":"2311-0155","issn":["2311-0155","2413-2349"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","poland-20"],"host_organization":"https://openalex.org/P4310321434","host_organization_name":"Vasyl Stefanyk Prycarpathian National University","host_organization_lineage":["https://openalex.org/P4310321434"],"host_organization_lineage_names":["Vasyl Stefanyk Prycarpathian National University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Vasyl Stefanyk Precarpathian National University","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://journals.pnu.edu.ua/index.php/jpnu/article/download/7373/7608","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5017354673","display_name":"Iryna Boryshkevych","orcid":"https://orcid.org/0000-0001-7508-6556","observed_orcids":["https://orcid.org/0000-0001-7508-6556"]},"institutions":[{"id":"https://openalex.org/I4210155269","display_name":"Vasyl Stefanyk Carpathian National University","ror":"https://ror.org/0576vga12","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210155269"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Iryna Boryshkevych","raw_affiliation_strings":["Vasyl Stefanyk Precarpathian National University, Ukraine"],"raw_orcid":"https://orcid.org/0000-0001-7508-6556","affiliations":[{"raw_affiliation_string":"Vasyl Stefanyk Precarpathian National University, Ukraine","institution_ids":["https://openalex.org/I4210155269"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5017667156","display_name":"Nataliia Hoi","orcid":"https://orcid.org/0000-0001-7293-6527","observed_orcids":["https://orcid.org/0000-0001-7293-6527"]},"institutions":[{"id":"https://openalex.org/I4210155269","display_name":"Vasyl Stefanyk Carpathian National University","ror":"https://ror.org/0576vga12","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210155269"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Nataliia Hoi","raw_affiliation_strings":["Vasyl Stefanyk Precarpathian National University, Ukraine"],"raw_orcid":"https://orcid.org/0000-0001-7293-6527","affiliations":[{"raw_affiliation_string":"Vasyl Stefanyk Precarpathian National University, Ukraine","institution_ids":["https://openalex.org/I4210155269"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5018441952","display_name":"Olha Zhuk","orcid":"https://orcid.org/0000-0001-8519-5529","observed_orcids":["https://orcid.org/0000-0001-8519-5529"]},"institutions":[{"id":"https://openalex.org/I4210155269","display_name":"Vasyl Stefanyk Carpathian National University","ror":"https://ror.org/0576vga12","country_code":"UA","type":"education","lineage":["https://openalex.org/I4210155269"]}],"countries":["UA"],"is_corresponding":false,"raw_author_name":"Olha Zhuk","raw_affiliation_strings":["Vasyl Stefanyk Precarpathian National University, Ukraine"],"raw_orcid":"https://orcid.org/0000-0001-8519-5529","affiliations":[{"raw_affiliation_string":"Vasyl Stefanyk Precarpathian National University, Ukraine","institution_ids":["https://openalex.org/I4210155269"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5056683813","display_name":"Dariusz Sala","orcid":"https://orcid.org/0000-0003-1246-2045","observed_orcids":["https://orcid.org/0000-0003-1246-2045"]},"institutions":[{"id":"https://openalex.org/I686019","display_name":"AGH University of Krakow","ror":"https://ror.org/00bas1c41","country_code":"PL","type":"education","lineage":["https://openalex.org/I686019"]}],"countries":["PL"],"is_corresponding":false,"raw_author_name":"Dariusz Sala","raw_affiliation_strings":["AGH University of Krakow, Poland"],"raw_orcid":"https://orcid.org/0000-0003-1246-2045","affiliations":[{"raw_affiliation_string":"AGH University of Krakow, Poland","institution_ids":["https://openalex.org/I686019"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.1564,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.47890385,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":93},"biblio":{"volume":"10","issue":"4","first_page":"31","last_page":"45"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9980000257492065,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9980000257492065,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.9900000095367432},{"id":"https://openalex.org/keywords/it-companies","display_name":"IT companies","score":0.8730000257492065},{"id":"https://openalex.org/keywords/marketing-concept","display_name":"marketing concept","score":0.42100000381469727},{"id":"https://openalex.org/keywords/marketing-history","display_name":"history of marketing","score":0.7960000038146973},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.531000018119812},{"id":"https://openalex.org/keywords/market-research","display_name":"market analysis","score":0.8270000219345093},{"id":"https://openalex.org/keywords/competitor-analysis","display_name":"competitor analysis","score":0.968999981880188},{"id":"https://openalex.org/keywords/target-audience-research","display_name":"target audience analysis","score":0.9020000100135803},{"id":"https://openalex.org/keywords/swot-analysis","display_name":"SWOT analysis","score":0.9639999866485596},{"id":"https://openalex.org/keywords/position-estimation","display_name":"positioning","score":0.515999972820282},{"id":"https://openalex.org/keywords/advertising-and-promotion","display_name":"advertising and promotion","score":0.8930000066757202},{"id":"https://openalex.org/keywords/content-marketing","display_name":"content marketing","score":0.5099999904632568},{"id":"https://openalex.org/keywords/content-planning","display_name":"content planning","score":0.4009999930858612},{"id":"https://openalex.org/keywords/competitive-advantage","display_name":"competitive advantage","score":0.6449999809265137}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.7262439727783203},{"id":"https://openalex.org/C127576917","wikidata":"https://www.wikidata.org/wiki/Q624630","display_name":"Competitor analysis","level":2,"score":0.7201557159423828},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.6638762354850769},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.6061536073684692},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5870733857154846},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5457611680030823},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.5201718807220459},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.5154638886451721},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.5047787427902222},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5020456314086914},{"id":"https://openalex.org/C127107974","wikidata":"https://www.wikidata.org/wiki/Q350884","display_name":"Business marketing","level":3,"score":0.4293665289878845},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.4157165586948395},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.4139060080051422},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.15330/jpnu.10.4.31-45","doi":"https://doi.org/10.15330/jpnu.10.4.31-45","is_oa":true,"landing_page_url":"http://dx.doi.org/10.15330/jpnu.10.4.31-45","pdf_url":"https://journals.pnu.edu.ua/index.php/jpnu/article/download/7373/7608","source":{"id":"https://openalex.org/S2739180214","display_name":"Journal of Vasyl Stefanyk Precarpathian National University","issn_l":"2311-0155","issn":["2311-0155","2413-2349"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","poland-20"],"host_organization":"https://openalex.org/P4310321434","host_organization_name":"Vasyl Stefanyk Prycarpathian National University","host_organization_lineage":["https://openalex.org/P4310321434"],"host_organization_lineage_names":["Vasyl Stefanyk Prycarpathian National University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Vasyl Stefanyk Precarpathian National University","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:1c017de55c8a475d9865bab9005d4521","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/1c017de55c8a475d9865bab9005d4521","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Vasyl Stefanyk Precarpathian National University, Vol 10, Iss 4, Pp 31-45 (2023)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.15330/jpnu.10.4.31-45","doi":"https://doi.org/10.15330/jpnu.10.4.31-45","is_oa":true,"landing_page_url":"http://dx.doi.org/10.15330/jpnu.10.4.31-45","pdf_url":"https://journals.pnu.edu.ua/index.php/jpnu/article/download/7373/7608","source":{"id":"https://openalex.org/S2739180214","display_name":"Journal of Vasyl Stefanyk Precarpathian National University","issn_l":"2311-0155","issn":["2311-0155","2413-2349"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["doaj","erih-plus","poland-20"],"host_organization":"https://openalex.org/P4310321434","host_organization_name":"Vasyl Stefanyk Prycarpathian National University","host_organization_lineage":["https://openalex.org/P4310321434"],"host_organization_lineage_names":["Vasyl Stefanyk Prycarpathian National University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Vasyl Stefanyk Precarpathian National University","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4390741868.pdf","grobid_xml":"https://content.openalex.org/works/W4390741868.grobid-xml"},"referenced_works_count":8,"referenced_works":["https://openalex.org/W2016805222","https://openalex.org/W2024532430","https://openalex.org/W2243789137","https://openalex.org/W2947439542","https://openalex.org/W2963270676","https://openalex.org/W3111783957","https://openalex.org/W3157532698","https://openalex.org/W4210347156"],"related_works":["https://openalex.org/W3133994741","https://openalex.org/W2737500531","https://openalex.org/W3089745365","https://openalex.org/W4410008669","https://openalex.org/W4376876221","https://openalex.org/W4399519948","https://openalex.org/W4413982818","https://openalex.org/W4247631532","https://openalex.org/W1610056887","https://openalex.org/W7171644745"],"abstract_inverted_index":{"In":[0],"modern":[1],"conditions,":[2],"when":[3],"market":[4,190,226],"factors":[5],"have":[6,22],"gained":[7],"even":[8],"more":[9],"influence,":[10],"and":[11,27,59,62,105,124,168,193,235,265,283,287],"the":[12,31,47,69,84,87,95,116,120,129,136,144,149,157,161,176,179,189,205,218,241,247,255,273,299],"behavior":[13],"of":[14,33,41,50,68,71,86,89,122,135,143,148,153,156,160,164,170,175,201,204,233,240,246,263,272,296],"business":[15],"structures":[16],"has":[17,43,185,303],"become":[18],"less":[19],"predictable,":[20],"companies":[21],"to":[23,56,83,112,254],"rethink":[24],"their":[25,126,236],"activities":[26,203],"focus":[28],"on":[29,188],"using":[30],"concept":[32,88],"marketing":[34,52,137,202,213,279],"as":[35],"a":[36,51,225],"management":[37,58],"tool.":[38],"The":[39,66,80,132,173,198],"growth":[40],"competition":[42],"created":[44],"conditions":[45],"for":[46,217,298],"active":[48],"use":[49],"approach":[53],"in":[54,195,223],"order":[55],"solve":[57],"sales":[60],"tasks":[61],"increase":[63],"competitive":[64],"advantages.":[65],"chronology":[67],"development":[70,165,169,275],"marketing,":[72],"which":[73,94,184],"includes":[74],"6":[75],"main":[76,81,133],"stages,":[77],"was":[78,178,210,215,228,250],"studied.":[79],"approaches":[82],"interpretation":[85],"\u201cmarketing\u201d":[90],"are":[91,97,291],"analyzed,":[92],"among":[93],"following":[96,256],"distinguished:":[98],"philosophical,":[99],"managerial,":[100],"organizational,":[101],"functional,":[102],"essential,":[103],"valuable":[104],"institutional.":[106],"Marketing":[107],"is":[108],"an":[109,231,238],"activity":[110],"aimed":[111],"generate":[113],"demand,":[114],"promote":[115],"company\u2019s":[117],"products/services,":[118],"attract":[119],"attention":[121],"consumers":[123],"satisfy":[125],"needs":[127],"through":[128],"purchase":[130],"process.":[131],"elements":[134],"strategy":[138,214],"were":[139],"characterized,":[140],"namely:":[141],"analysis":[142,155,227,232,239,271],"promotion":[145,289],"market,":[146],"research":[147],"target":[150,242,248],"audience,":[151],"definition":[152,163],"competitors,":[154],"current":[158,199],"state":[159,200],"company,":[162,274],"goals,":[166,278,280],"positioning":[167,286],"advertising":[171,288],"promotion.":[172],"object":[174],"study":[177,302],"IT":[180,196,206,219],"company":[181,207,220,300],"\u201cUvik":[182,208,221],"Software\u201d,":[183,222],"been":[186,304],"operating":[187],"since":[191],"2013":[192],"specializes":[194],"services.":[197],"Software\u201d":[209],"analyzed.":[211],"A":[212,293],"developed":[216],"particular,":[224],"carried":[229,268],"out,":[230],"competitors":[234],"products,":[237],"audience":[243,249],"(a":[244],"portrait":[245],"drawn":[251],"up":[252],"according":[253],"parameters:":[257],"industry,":[258],"location,":[259],"financial":[260],"condition,":[261],"number":[262],"employees":[264],"necessary":[266],"services),":[267],"out":[269],"SWOT":[270],"goals":[276,282],"(business":[277],"communication":[281],"media":[284],"goals),":[285],"advice":[290],"given.":[292],"content":[294],"plan":[295],"publications":[297],"under":[301],"created.":[305]},"counts_by_year":[{"year":2025,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2024-01-13T00:00:00"}
