Benchmarking as an instrument of marketing decisions

doi:10.47494/mesb.2020.2.15

DOI:

https://doi.org/10.47494/mesb.2020.2.15

Keywords:

competitiveness, benchmarking (marketing intelligence), benchmarking report, benchmarking analysis, strategic data, competitor's experience

Abstract

Practical principles of benchmarking weight as marketing instrument of influence on strategic decisions of business development are studied in the article. Peculiarities of application and place of the tool are revealed and substantiated from ensuring competitiveness in the marketing portfolio. There is the procedure of benchmarking, and subsequent benchmarking of the received strategic data about the positive or negative experience of the competitor, which significantly affects its competitiveness is considered.

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