Marketing management at railway transport enterprises
Synopsis
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.
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Pages
158-171
Published
May 7, 2023
Categories
Details about the available publication format: PDF
PDF
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
