MARKETING IN STRATEGIC MANAGEMENT AND PLANNING OF SERVICE COMPANY
The authors consider the issues of strategic management of the company and development of the optimal development strategy, which allows modeling the decision-making taking into account the prevailing market situation, the position of the strongest competitor and the position of the investigated company on the transport market.
Keywords: marketing, strategic management, BCG matrix, strategic economic unit, optimal strategy.
Natalia P. Karpova, Associate Professor; Irina A. Toymentseva, Doctor of Economics, Associate Professor; Eugene P. Fomin, Doctor of Economics, Professor - Samara State University of Economics.