Marketing management at railway transport enterprises

Authors

Oksana Dmytriieva
Kharkiv National Automobile and Highway University
https://orcid.org/0000-0001-9314-350X
Tetiana Charkina
Ukrainian State University of Science and Technology
https://orcid.org/0000-0001-6202-0910
Viacheslav Zadoia
Ukrainian State University of Science and Technology
https://orcid.org/0000-0001-9408-4978
DOI: https://doi.org/10.15587/978-617-7319-71-8.ch10

Keywords:

road and transport system, road transport, railway transport, road construction, transport and logistics services, competences of employees, control, quality of transport services

Abstract

For railway transport enterprises, which have now experienced devastating crises, the issue of forming competitive advantages and ensuring their sustainable development is gaining relevance. One of these tools is marketing management, which is a modern concept of supporting customer-oriented business and the development of companies in a dynamic environment. Researchers associate its appearance with the development of markets, the expansion of the product range and the first awareness of the need to influence the consumer to maintain competitiveness. The application of marketing management in railway transport, which is based on the active implementation of digital solutions, will allow to achieve a number of economic and social effects, including saving operating costs, improving the quality of services based on the criteria of customer orientation, reliability and safety, and as a result, achieving the stabilization of the activities of enterprises railway industry and improving their competitive positions in the market of transport and logistics services.


INNOVATIVE DEVELOPMENT OF THE ROAD AND TRANSPORT COMPLEX: PROBLEMS AND PROSPECTS

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Pages

158-171

Published

May 7, 2023

Categories

Copyright (c) 2023 Iaroslava Levchenko, Illia Dmytriiev, Yuriy Beketov, Igor Britchenko, Sholpan Bekmukhanbetova, Marzhan Sadenova, Oleksandr Mordovtsev, Marian Tripak, Oksana Dmytriieva, Viacheslav Kudriavtsev, Oksana Kudriavtseva, Inna Shevchenko, Inesa Shumilo, Gulbarshyn Smailova, Yana Dohadailo, Valentyna Nesterenko, Oksana Kryvoruchko, Larysa Achkasova, Olena Kirdina, Iryna Tokmakova, Myroslava Korin, Viktoriia Ovchynnikova, Dariya Toropova, Vladislava Toropova, Volodymyr Dykan, Hanna Obruch, Tetiana Charkina, Viacheslav Zadoia, Anton Kholodov, Mykhailo Kholodov

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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Details about the available publication format: PDF

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ISBN-13 (15)

978-617-7319-71-8

How to Cite

Dmytriieva, O., Charkina, T., & Zadoia, V. (2023). Marketing management at railway transport enterprises. In I. Levchenko & I. Dmytriiev (Eds.), INNOVATIVE DEVELOPMENT OF THE ROAD AND TRANSPORT COMPLEX: PROBLEMS AND PROSPECTS (pp. 158–171). Kharkiv: TECHNOLOGY CENTER PC. https://doi.org/10.15587/978-617-7319-71-8.ch10