RUDN Journal of SociologyRUDN Journal of Sociology2313-22722408-8897Peoples’ Friendship University of Russia named after Patrice Lumamba6380UnknownThe SWOT-Analysis Sociological Measurement in BusinessZagorodnikovA N<p>Кафедра политологии; Финансовый университет при Правительстве РФ; The Finance University, RF Government</p>dranzag@mail.ruThe Finance University, RF Government1503201239410307092016Copyright © 2012, Zagorodnikov2012<p>The article examines the conditions for companies' successful development, combining strategic PR-planning and marketing tactics based on sociological measurements. For this purpose the author studies the environment by estimating the activities of the competitors, suppliers and consumers, and analyzes the current position and opportunities of the enterprise itself, with its technical, technological, financial, raw material and other resources. The author shows the mechanism of applying the SWOT-analysis as a matrix of primary strategic analysis. This method allows to carry out an integrated research of various aspects of the external and internal environment and to choose an optimal marketing strategy.</p>the SWOT-analysisthe strategic research matrixsociological measurements in businessPR-planninga company's environmenta company's internal environmentmarketing tacticsmarketing strategySWOT-анализматрица стратегического исследованиясоциологические измерения в бизнесеPR-планированиевнешняя среда компаниивнутренняя среда компаниимаркетинговая тактикамаркетинговая стратегия[Vikhanskii O.S. Strategicheskoe upravlenie. - M.: Ekonomist", 2004.][Dibb S., Simkin L. Prakticheskoe rukovodstvo po segmentirovaniyu rynka. - SPb.: Piter, 2001.][Zav'yalov P.S., Demidov V.E. Formula uspekha: marketing. - M.: Mezhdunarodnye otnosheniya, 2001.][Zagorodnikov A.N. PR vchera i segodnya // Obozrevatel'. - 2012. - № 1.][Zagorodnikov A.N. Iskusstvo intrigi v biznese // Obozrevatel'. - 2010. - № 6.][Zagorodnikov A.N. Upravlenie obshchestvennymi svyazyami v biznese. - M.: Knorus, 2011.][Zagorodnikov A.N. Fokusnyi analiz: put' k povysheniyu konkurentosposobnosti predpriyatiya // Finansovyi klub. - 2008. - № 1.][Kotler F. Marketing. Menedzhment. - SPb.: Piter Kom, 2003.][Kotler F., Armstrong G. Osnovy marketinga. - SPb.: Vil'yams, 2006.][Lyukshinov A.N. Strategicheskii menedzhment. - M.: YuNITI, 2001.][Marketing / Pod red. E.A. Utkina. - M.: Tandem; Ekmos, 2001.][Romanov A.N. Marketing. - M.: Yurist", 2003.][Tokarev V.M. Primenenie SWOT-analiza pri razrabotke strategii firmy // Russkii menedzhment. - 2004. - № 4.][Tompson A., Striklend A. Strategicheskii menedzhment: Kontseptsii i situatsii. - M.: INFRA-M, 2010.][Andrews K.R. The Concept of Corporate Strategy / Rev. edn., copyright by R.D. Irwin, Inc., 1980.]