Strategies and Innovations in Modern Trade Marketing
Purpose: The article is devoted to the critical analysis of existing theoretical and methodological approaches to determining the content and nature of sales marketing as a factor and element of companies’ competitive strategy. Design/Methodology/Approach: Based on a critical retrospective analysis, authors presented the features of the trade marketing toolkit providing substantial increase in market sales. Authors considered key existing functional marketing strategies, as well as its innovative trends and ideas. Findings: The modern market of trade enterprises is characterized by fundamental changes in economic conditions caused by the transformation of the economic system, the market priority of consumers, the formation of the information society, and the integration of economic processes. The economic phenomena escalate the struggle in the trading business for its share of the competitive market. In order to maintain and strengthen their positions, trade enterprises should build their trade and technological processes more and more efficiently. Practical implications: Economic growth of a commercial enterprise could be carried out in line with intensive and extensive factors. With the growing level of concentration of the trade industry, factors of intensive economic growth of trade enterprises become relevant. Originality/Value: The author's approach could be used in the development of promising corporate marketing strategies in terms of the development and implementation of innovative marketing solutions available for implementation throughout the entire cycle of the strategic marketing process.