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Comparative Analysis of Marketing Techniques in the Republic of Kazakhstan and Ukraine

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  • A. Duisebayeva

Abstract

Marketing is the driving force of any business, and its implementation in the management process is necessary for the successful functioning of the company. Kazakhstan and Ukraine are countries where the flour-grinding industry holds one of the main positions in the production sector.The current situation in both countries requires a new approach and a rethinking of positions regarding the conduct of business in the flour-grinding industry. This article aims to characterize the current situation in the flour-grinding industry of Kazakhstan and Ukraine, assess the use of marketing tools in enterprises, and analyze the range of marketing techniques that are used by industry enterprises of these countries in their activities.The novelty of the study stems from the fact that no similar studies have been carried out in the scientific community of both countries, and there are only works devoted to the study of enterprise and industry marketing in individual countries.The study uses a significant number of different sources namely fundamental works in the field of marketing, narrow-profile research articles and dissertations, as well as statistical data.

Suggested Citation

  • A. Duisebayeva, 2018. "Comparative Analysis of Marketing Techniques in the Republic of Kazakhstan and Ukraine," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 289-306.
    • Handle: RePEc:ers:journl:v:xxi:y:2018:i:2:p:289-306
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    1. Ashley, Christy & Noble, Stephanie M. & Donthu, Naveen & Lemon, Katherine N., 2011. "Why customers won't relate: Obstacles to relationship marketing engagement," Journal of Business Research, Elsevier, vol. 64(7), pages 749-756, July.
    2. Jia-Yen Huang & Po-Chien Tsai, 2017. "Application of Kano's model and TRIZ on internet marketing for agricultural products in Taiwan," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 18(2), pages 125-157.
    3. Jamalludin Sulaiman, 2012. "The Dynamics and Potentials of Asian Agro-Food Marketing," Asian Journal of Agriculture and Development, Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA), vol. 9(1), pages 91-96, June.
    4. Sulaiman, Jamalludin, 2012. "The Dynamics and Potentials of Asian Agro-Food Marketing," Asian Journal of Agriculture and Development, Southeast Asian Regional Center for Graduate Study and Research in Agriculture (SEARCA), vol. 9(1), pages 1-6, June.
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