К ВОПРОСУ ТЕОРИИ И МЕТОДОЛОГИИ ФОРМИРОВАНИЯ МАРКЕТИНГОВОГО ПОТЕНЦИАЛА КОМПАНИИ

The basic theoretic and methodological directions of the development the Firm's Marketing Potential are described in this article: the nature and aim of the Firm's Marketing Potential's Development, its structure, interaction with the market, business Potentials and Consumer's Potential. The author uses Resource Approach to research the Marketing Potential and offers the firm's resource classification including marketing resource and reserves. The Methodological questions of the quantity evaluation of the Firm's Marketing Potential are discussed in this article. The author offers the Index's System for evaluation of the used level of the Firm's Marketing Potential.