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Journal articles on the topic 'Enterprise’s marketing communication complex'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

Sorokotiaha, Maria. "Principles of effective implementation of marketing in enterprises in the conditions of economy transformation." Scientific notes, no. 33 (December 25, 2023): 171–80. http://dx.doi.org/10.33111/vz_kneu.33.23.04.14.096.102.

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The article examines the trends and identifies the problems that hinder the effective operation of the enterprise, substantiates the need to develop new organizational-economic marketing-oriented forms of increasing the efficiency of their functioning, taking into account the conditions of market relations. The periodization of the development of marketing relations of domestic enterprises has been carried out, due to which the necessity of introducing a marketing mechanism for managing their activities, based on its sequential development as an integral system with a discrete state, represent

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2

YAKUBENKO, Yuliia, and Serhii KOBERNIUK. "TOOLS FOR INCREASING THE COMPETITIVENESS OF ENTERPRISES USING MARKETING COMMUNICATIONS." Herald of Khmelnytskyi National University. Economic sciences 316, no. 2 (2023): 274–80. http://dx.doi.org/10.31891/2307-5740-2023-316-2-44.

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The general composition of the marketing toolkit of enterprises is summarized. The goal of the study was the formation of tools for increasing the competitiveness of agricultural enterprises by means of marketing communications. The place of marketing communications of enterprises in the general system of the marketing mix is shown. The general criteria of competitiveness of agricultural enterprises are outlined. The directions and means of using marketing communications in order to strengthen the competitiveness of agrarian business entities have been determined, in particular by groups: (1)

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3

YAKUBENKO, Yuliia, and Nataliya POLYOVA. "TOOLS FOR INCREASING THE COMPETITIVENESS OF ENTERPRISES USING MARKETING COMMUNICATIONS." Herald of Khmelnytskyi National University. Economic sciences 314, no. 1 (2023): 266–72. http://dx.doi.org/10.31891/2307-5740-2023-314-1-40.

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The general composition of the marketing toolkit of enterprises is summarized. The goal of the study was the formation of tools for increasing the competitiveness of agricultural enterprises by means of marketing communications. The place of marketing communications of enterprises in the general system of the marketing mix is shown. The general criteria of competitiveness of agricultural enterprises are outlined. The directions and means of using marketing communications in order to strengthen the competitiveness of agrarian business entities have been determined, in particular by groups: (1)

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4

Баран, Р.Я. "МАРКЕТИНГОВІ КОМУНІКАЦІЇ ТУРИСТИЧНИХ ПІДПРИЄМСТВ В УМОВАХ ПОСИЛЕННЯ ЦИФРОВІЗАЦІЇ ЕКОНОМІЧНИХ ПРОЦЕСІВ". Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, № 28 (26 березня 2021): 56–61. https://doi.org/10.5281/zenodo.5075401.

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This article aims to research and determine the features of the process of marketing communication of tourism enterprises in the growing role of digital communications. It is summarized the conceptual approaches to the formation of the main components of the marketing communication complex. The author's theoretical approach to the formulation of the concepts of "marketing communications" and "marketing communication policy" is proposed, which considers the aspect of digitalization of economic activity of tourist enterprises. It is defined that marketing communication po

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Shpak, N. O., and I. V. Hrabovych. "Tendencies in the Development of Enterprise Marketing Instrumentarium in the Context of Digitalization." Business Inform 9, no. 524 (2021): 259–65. http://dx.doi.org/10.32983/2222-4459-2021-9-259-265.

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Modern trends in the development of enterprises are formed under the influence of such factors as activation of globalization processes, growth of consumer requirements, unpredictability of the external environment, transformation of the world market conditions under the influence of the COVID-19 pandemic, strengthening of digitalization and intellectualization processes, development of artificial intelligence, etc. In the context of the formation of Industry 4.0, in order to maintain or strengthen competitive advantages, any enterprise must function taking into account the modern achievements

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Mazorenko, Oksana, and Svitlana Popkova. "The role of socially responsible marketing in ensuring the strategic development of the enterprise." Ukrainian Journal of Applied Economics and Technology 2024, no. 3 (2024): 186–89. http://dx.doi.org/10.36887/2415-8453-2024-3-32.

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In the contemporary business landscape, integrating socially responsible marketing into enterprise strategies is increasingly recognized as a critical factor for sustainable development. This article delves into the essential role that socially responsible marketing plays in ensuring the strategic development of an enterprise, highlighting its impact on long-term viability and competitiveness. Socially responsible marketing involves incorporating ethical, social, and environmental considerations into marketing practices, fostering a more holistic approach to business development. As consumers

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Bogdan, Nataliia M., Illia M. Pysarevskyi, Olga M. Ivanova, and Mariia M. Pokolodna. "Innovative Communication Instruments of Marketing Activity of Enterprises in the Tourism and Hotel Business." Business Inform 6, no. 533 (2022): 137–42. http://dx.doi.org/10.32983/2222-4459-2022-6-137-142.

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The article examines the marketing communications used by enterprises of the travel industry. The purpose of the article is to study the latest marketing communications and develop directions for their application in the enterprises of the tourism and hotel business. The necessity of formation and implementation of marketing communication policy that meets the specifics and goals of the enterprise in order to achieve a high level of competitiveness and desired result of activity is substantiated. The features and structure of the complex of marketing communications of tourism industry enterpri

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Остапчук and Aleksey Ostapchuk. "Internet marketing complex to promote tourism business." Economics 4, no. 5 (2016): 63–68. http://dx.doi.org/10.12737/20838.

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The article considers Internet marketing complex for promotion of travel business. The article gives a review of instruments of marketing communication in Internet network for touristic enterprises. The author describes the most common ways for users to interact with the network. The main devices through which users log on to the Internet are considered. The data on the percentage of use mobile devices and personal computers in Russia and European countries are given. The article summarizes the complex of instruments marketing communication on the Inte

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9

TerentevA, Nataliya, and Ye PAVELCHUK. "INTEGRATED MARKETING COMMUNICATIONS AS A FACTOR OF EFFECTIVE ENTERPRISE DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (2021): 249–53. http://dx.doi.org/10.31891/2307-5740-2021-300-6-39.

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In today’s competitive environment, companies must constantly interact with existing and potential customers. At the same time, the basic tools of marketing communications are no longer effective enough. An integrated approach to the formation of a complex of marketing communications is thus able to help companies strategically build communication with consumers. Multilateral study of the concept of integrated marketing communications and its differences from the complex of marketing communications is the basis for determining its role in the formation of communications between businesses and

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Lapchuk, Yaroslav, and Mykola Dub. "Theoretical and methodological aspects of the formation of the marketing communications management mechanism for enterprises in the conditions of digitalization." Marketing and Digital Technologies 8, no. 1 (2024): 109–22. https://doi.org/10.15276/mdt.8.1.2024.7.

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The aim of the article. The article is devoted to the consideration of the theoretical and methodological aspects of the formation of the marketing communications management mechanism for enterprises in the conditions of digitalization, as well as the provision of practical recommendations on the optimal use of digital tools in the formation of the marketing communications complex to achieve strategic marketing goals. Analysis results. Effective marketing communications management in the digital environment requires constant improvement and adaptation to changes, as well as the use of innovati

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Martsynovskyi, Volodymyr. "RESEARCH ON THE EFFECTIVENESS OF USING SAAS AND OTHER ARTIFICIAL INTELLIGENCE BASED TOOLS IN THE COMPLEX OF INTEGRATED MARKETING COMMUNICATIONS FOR ICT ENTERPRISES." Economies' Horizons, no. 4(29) (December 18, 2024): 190–204. https://doi.org/10.31499/2616-5236.4(29).2024.317198.

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The subject of research is artificial intelligence (AI) tools that can be used for the purposes of the complex of integrated marketing communications (CIMC) at information and communication technology enterprises (ICT-enterprises). The purpose of research is to confirm the hypothesis of the priority role of AI tools for the effectiveness of the integrated marketing communications complex in the activities of information, communication and technology enterprises in 2024. The study also aimed to improve the previously developed classification of AI tools by functional categories, identify the mo

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Kalina, Iryna, Oksana Shkolenko, Natalya Shulyar, and Yuliia Mazur. "DIGITIZATION FUNCTIONS OF MARKETING RESOURCES AT THE ENTERPRISE IN CONDITIONS OF ECONOMIC UNCERTAINTY." Academic Review 1, no. 60 (2024): 206–15. http://dx.doi.org/10.32342/2074-5354-2024-1-60-15.

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The article examines the complex of digitization functions of marketing resources in conditions of economic uncertainty, their interrelationship, and the proven direct impact of the digitization process on the efficiency of enterprise management. It is concluded that modern business structures use digital technologies as a competitive advantage in all areas of their activity: operational processes, business processes, finance, marketing and interaction with market stakeholders. On the basis of the positive correlations summarized by the authors, it can be assumed that the efforts aimed at the

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13

КОРОЛЬ, Володимир, та Володимир ЯБЛОНЬ. "РЕПУТАЦІЙНИЙ МЕНЕДЖМЕНТ ТА МАРКЕТИНГОВА ПОЛІТИКА ПІДПРИЄМСТВА". Herald of Khmelnytskyi National University. Economic sciences 342, № 3(1) (2025): 415–19. https://doi.org/10.31891/2307-5740-2025-342-3(1)-60.

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The study focuses on the issue of forming and using a positive image of an enterprise. It is emphasized that in conditions of market and information transparency, active use of digital technologies and digital communications, social networks, etc., the reputation of an enterprise becomes an important aspect and even a means of competitive struggle, on the one hand, as well as a marketing method and a means of supporting the promotion, positioning and sales of products in the markets, on the other hand. Therefore, the purpose of the article is to generalize existing and develop new methodologic

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MOSKVYAK, Yaroslava. "MANAGEMENT OF MARKETING ACTIVITIES OF THE HOTEL AND RESTAURANT BUSINESS ENTERPRISE." Herald of Khmelnytskyi National University 302, no. 1 (2022): 137–41. http://dx.doi.org/10.31891/2307-5740-2022-302-1-23.

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In the article the analysis concerning necessity of use of marketing in activity of a hotel – restaurant complex is carried out, the maintenance of marketing in system of management of the hotel enterprise is investigated. The main trends in the development of the hotel industry in Ukraine are substantiated. The main factors influencing the process of forming the hotel business in the country and determining the main directions for the development and improvement of the efficiency of the hotel and restaurant industry with the use of communications are studied. It is determined that the approac

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15

Lokhman, N. V., T. M. Beridze, M. O. Lokhman, and D. A. Chokoi. "ACTIVATORS OF MARKETING COMMUNICATIONS REGARDING THE SALE OF TOURIST SERVICES." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 1(78) 2023 (2023): 30–37. http://dx.doi.org/10.33274/2079-4819-2023-78-1-30-37.

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Objective. Identification and systematization of activators of marketing communications, as an iterative integrator of processes, factors, tools that ensure the promotion of tourist services. Methods. In the research process, the following methods were used: theoretical generalization (when characterizing the concepts of "marketing communications", "tourist service"), analysis and synthesis (for the formation of a complex of methods of marketing communications of tourist enterprises), matrix (when systematizing the activators of marketing communications regarding the sale of tourist services).

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16

IVANENKO, Iryna. "Elements of marketing communications of restaurant enterprises." Economics. Finances. Law 4, no. - (2023): 45–48. http://dx.doi.org/10.37634/efp.2023.4.10.

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The paper is devoted to the adaptation of marketing communication tools in accordance with the needs of domestic restaurants. The study identifies the features of the formation and promotion of a restaurant product, which is a combination of products and services. Detailing of the functional components of the restaurant industry product allowed for a qualitative adaptation of marketing communications in on-line and off-line formats. It is established that the main functions of the restaurant product are consumer, economic, socio-cultural and aesthetic. The study details the functional componen

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Tomashuk, Inna, Olena Dzhedzhula, and Olena Koval. "ORGANISATION OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES." Baltic Journal of Economic Studies 10, no. 1 (2024): 222–36. http://dx.doi.org/10.30525/2256-0742/2024-10-1-222-236.

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The aim of the article is to identify the characteristics of the introduction and development of marketing activities in agricultural enterprises in order to increase the efficiency of their activities. Methodology. The theoretical and methodological basis of the study is a systematic approach to the study of economic phenomena and processes related to the marketing activities of agricultural enterprises. In formulating theoretical generalisations and formulating conclusions and proposals, the paper uses historical, abstract and logical, and monographic methods. Forecasting of indicators chara

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18

Гавриш, О.А., С.О. Солнцев, О.В. Зозульов та Ю.О. Гавриш. "ДОСЛІДЖЕННЯ ЕФЕКТИВНОСТІ МАРКЕТИНГОВИХ СТРАТЕГІЙ В МАШИНОБУДІВНІЙ ГАЛУЗІ". Наукові записки Львівського університету бізнесу та права. Серія економічна. Серія юридична, № 30 (30 вересня 2021): 165–71. https://doi.org/10.5281/zenodo.5979594.

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The article examines the essence of marketing activities and research of domestic scientists in the field of mechanical engineering. The main functional areas that the company can use in the field of internal marketing are training, leadership and support, communication and internal dialogue, external communication, planning, promotion, use of technology, internal research. Mechanical engineering is an extremely important and complex intersectoral complex of Ukraine’s economy, which occupies a significant place in the formation and modernization of material and technical base, embodies t

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19

Chepurko, Anton Yu. "Integration of Managerial Communications into the Strategic Marketing System of the Enterprise." Business Inform 4, no. 567 (2025): 573–79. https://doi.org/10.32983/2222-4459-2025-4-573-579.

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The development of a strategic approach to managing the communication activities of an enterprise includes identifying priority means of information influence and assessing their effectiveness in establishing and maintaining an efficient dialogue with target groups. Special attention is required for the rational structuring of the components of the communication complex, which ensures an increase in the competitiveness of the product offering and strengthens consumer loyalty to the brand. The aim of the present study is to theoretically substantiate and practically examine the mechanisms of in

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Chernobrovkina, Svitlana. "CONSTRUCTION OF THE HIERARCHY OF COMMUNICATION MEASURES FOR MACHINE-BUILDING ENTERPRISES OF UKRAINE." Economic Analysis, no. 29(2) (2019): 95–101. http://dx.doi.org/10.35774/econa2019.02.095.

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Introduction. Information about the quality and competitiveness of domestic machine-building enterprises' products must be brought to the buyers with the help of a complex of communication means that create a communicative effect. With the right choice of means of communication and the correct combination of their numbers, the company will be able to significantly strengthen its position in the market, which in today's economic environment is very relevant. Purpose. The article aims to determine the required ratio of means of marketing communications of machine-building enterprises for maximum

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Komandrovska, Veronika, Valentyn Mizyk, and Taia Chernyshova. "Marketing ensuring as a component of the concept of enterprise innovative development." Ukrainian Journal of Applied Economics and Technology 8, no. 2 (2023): 328–34. http://dx.doi.org/10.36887/2415-8453-2023-2-47.

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The article is devoted to researching the place and tasks of marketing to ensure enterprises' innovative development and study the nature and features of marketing. The main functions of marketing in developing and implementing various types of innovations are highlighted: technological, product, organizational, and marketing. The possibilities and features of using marketing tools are determined depending on the approach to considering the concept of innovative development, their goals, and directions of implementation, as well as for the formation of each component of the enterprise's creati

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Bubenets, Iryna, and Yulia Krysko. "TOOLS FOR FORMING THE MARKETING COMPLEX OF RESTAURANT BUSINESS ENTERPRISES IN THE CONDITIONS OF DIGITIZATION." Economic scope, no. 200 (May 9, 2025): 22–26. https://doi.org/10.30838/ep.200.22-26.

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The use of digital marketing tools in the formation of the marketing complex of restaurant business enterprises increases the competitiveness of establishments, optimizes customer interaction and increases profitability. The integration of modern digital technologies into marketing activities will increase the effectiveness of advertising messages, adapt to changes in consumer behavior, and ensure long-term customer loyalty. In this regard, the study of effective marketing tools for the formation of a marketing complex is extremely relevant for restaurant business enterprises. The article is a

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CHOBAL, L.Yu., and K.Yu. SIMEKH. "Use of Internet technologies in the practice of marketing communications of tourist enterprises in Ukraine." Market Relations Development in Ukraine №7-8(218-219)2019 149 (September 19, 2019): 94–98. https://doi.org/10.5281/zenodo.3448332.

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The subject of the study is the use of Internet technologies in the practice of marketing communications of tourist enterprises in Ukraine. The purpose of the research is the use of communication strategies of Ukrainian tourist enterprises on the Internet. Research methods. The work uses the dialectical method of scientific knowledge, the method of analysis and synthesis, the comparative method, the method of data generalization. Results of work. The paper presents the types of tourist resources on the Internet. The complex of measures on promotion of Internet websites of tourist enterpri

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BINCHEVA, Polina. "THE INFLUENCE OF MACROENVIRONMENTAL FACTORS ON THE FORMATION OF THE MARKETING COMPLEX OF A FRUIT AND BERRY SELLING ENTERPRISES." Herald of Khmelnytskyi National University. Economic sciences 312, no. 6(2) (2022): 264–69. http://dx.doi.org/10.31891/2307-5740-2022-312-6(2)-44.

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Orientation of agribusiness to the modern organization of marketing activity requires innovation and adaptation of work with consumers to market conditions. At the same time, the development of digital technologies and personalized marketing dictate the need to apply a clear strategy for the introduction of a marketing complex. Interactive communication with the consumer, the development of social networks and their impact on doing business on the Internet determine new approaches to planning the marketing complex at the enterprise. Today, marketing is moving from market competition to a marke

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Biloshapka, Yurii. "Marketing activity of agrarian business entities: features of management and directions for improvement." Actual problems of innovative economy and law 2024, no. 1 (2024): 111–17. https://doi.org/10.36887/2524-0455-2024-1-23.

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The article is devoted to justifying the main elements of effective marketing activity and determining directions for its improvement for agrarian business subjects, considering modern business conditions. In the modern market conditions, agricultural enterprises must actively study demand and competition and change their approaches to production, contributing to the effective management of resources and increasing the quality of products. Although war and crises can create difficulties, active implementation of marketing strategies can help agricultural enterprises to maintain competitiveness

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Soloviova, Olena, Iryna Herasymenko, Svitlana Pron, Tetiana Kravchenko, and Iryna Vysotska. "DIRECTIONS OF COMMUNICATION RELATIONS DEVELOPMENT IN THE AGRICULTURAL AVIATION WORKS MARKET." Financial and credit activity problems of theory and practice 2, no. 43 (2022): 238–47. http://dx.doi.org/10.55643/fcaptp.2.43.2022.3696.

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The basis of better organization of production, strengthening the competitiveness of the business entity in the market, the formation of its image in the socio-economic environment is marketing and marketing communications. The article considers the theoretical foundations of the complex of marketing communications of a special purpose airline with consumers of agricultural aviation services. The target consumers for the special purpose airline in the market of agricultural aviation works are agricultural enterprises. This paper proposes the use of aviation method of plant protection, which is

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MIZINA, Olena. "CURRENT TRENDS IN THE FORMATION OF MARKETING STRATEGY OF TRADE ENTERPRISES." Herald of Khmelnytskyi National University 292, no. 2 (2021): 121–27. http://dx.doi.org/10.31891/2307-5740-2021-292-2-20.

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The main scientific goal of this work is to study modern trends in the formation of marketing strategies in the context of the development of e-commerce and Internet communications and to determine the key determinants of this process. Consideration of the theoretical foundations of the formation of marketing strategies in the aspect of modernity has shown that there are new requirements for the formation of enterprise strategies, including functional ones. The approach in which strategic marketing planning is limited to defining a future-oriented overall direction of operations is changing. T

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Grigashkina, Svetlana, Olga Garafonova, and Victoriya Marhasova. "Stabilization Factor for Enterprises during the Crisis Period." E3S Web of Conferences 41 (2018): 04006. http://dx.doi.org/10.1051/e3sconf/20184104006.

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Market conditions of the business determine the information and contractual relations with the basic attributes of doing business. Information support of business forms the system of communications of the enterprise as an open system, on the basis of which the environment of functioning of the enterprise is formed, where its employees interact with suppliers, consumers, intermediaries, partners. The system for establishing such interactions is determined by the communicative policy of the enterprise, the formation and management of which is a complex, laborintensive and relevant process in the

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KRFSNIAK, Olena, and Sergey AMONS. "CONCEPTUAL APPROACHES TO THE FORMATION OF THE MARKETING STRATEGY OF THE BEAUTY SUGAR COMPANY ENTERPRISES." "EСONOMY. FINANСES. MANAGEMENT: Topical issues of science and practical activity", no. 9 (49) (September 25, 2019): 60–69. http://dx.doi.org/10.37128/2411-4413-2019-9-7.

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The conceptual bases of development and realization of marketing strategy of enterprises of beet sugar subcomplex are considered in the article; stages of strategy formation are characterized; the complex of economic and organizational problems of realization of strategic marketing approach in the market of agricultural products is revealed. It is established that the domestic sugar processing industry remains one of the strategically important directions of the agroindustrial complex and today it preserves the prospects of stabilization despite certain problematic aspects in the development o

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Berher, A. D. "ACCEPTANCE OF INNOVATIVE MARKETING SOLUTIONS ON FOOD INDUSTRY ENTERPRISES." Market economy: modern management theory and practice 22, no. 2(54) (2023): 24–34. http://dx.doi.org/10.18524/2413-9998.2023.2(54).293406.

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Applications of innovative marketing theory testify that all types of innovations the influence and improve the constituents of marketing complex of the enterprise. Classic concepts of “marketing” and “innovations” indissolubly connected and co-operate with each other. There is a requirement in the acceptance of self-proved and economically reasonable innovative marketing decisions of the enterprise, that assist the increase of competitiveness, providing of innovative development, increase of economic efficiency, activity effectiveness of the enterprises. It is the vital problem for the enterp

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Kostylev, Alexander Yu. "INNOVATIVE TRENDS IN THE DEVELOPMENT OF PERSONNEL MARKETING IN THE CONTEXT OF MARKET STRUCTURING." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 1/6, no. 142 (2024): 51–56. http://dx.doi.org/10.36871/ek.up.p.r.2024.01.06.006.

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Numerous authors have defined the essence of the definition of “personnel marketing” by various definitions. The authors define personnel marketing as a type of professional activity for the selection and distribution of personnel and their further career advancement. Innovative technologies that are actively used in the development of personnel marketing are presented: the development of digital skills, individual learning trajectories, asynchronous learning, mentoring, remote interactive onboarding, artificial intelligence, blockchain, WELL-BEING. At this stage of the scientific research, th

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Mangobe, Magaliе Mboyo, and Vasil Ilyich Bespiatykh. "MARKETING MIX IN E-COMMERCE." EurasianUnionScientists 4, no. 6(75) (2020): 10–12. http://dx.doi.org/10.31618/esu.2413-9335.2020.4.75.852.

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In recent years, the Internet has changed the way we sell and manufacture products, and manage suppliers, customers, and employees. But, the Internet has also made opaque exchanges and fierce competition. The Internet provides an opportunity for direct communication between the enterprise and consumers, which helps to eliminate the barriers that the media are. Thanks to the Internet, the client has more opportunities: to accurately indicate his expectations, the style of the product he is looking for before moving on to the purchase. This change occurs not only at the level of the supplier and

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Kitchenko, Olena, and Iryna Koval. "INTERNET MARKETING AS A MODERN TOOL OF MARKETING COMMUNICATION POLICY OF THE ENTERPRISE." Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), no. 1 (February 5, 2021): 8–12. http://dx.doi.org/10.20998/2519-4461.2021.1.8.

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The article discusses the issues related to the need to use marketing communications to convey to the consciousness of the target audience the benefits ofusing the company's products or services. It has been established that today one of the most effective ways to increase sales and gain a certain market shareis to use the opportunities of the Internet space. Currently, the use of Internet marketing tools is one of the priority areas of activity of any enterprise. Thedefinition of the concept of Internet marketing is analyzed, and it is found that it can be conditionally divided into three sem

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Kuzyk, Oleg. "The Strategic Role of Exhibition and Fairs in Marketing Activities of Agribusiness of Ukraine." Marketing and Digital Technologies 7, no. 2 (2023): 43–55. http://dx.doi.org/10.15276/mdt.7.2.2023.4.

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The aim of the article. The purpose of this article is to study the features of exhibition and fair events in the marketing communication policy of agro-industrial enterprises of Ukraine, in order to find out their impact on the economic activity of the agricultural sector. Within the scope of the article, it is expedient to single out such tasks as clarifying the role of exhibitions (fairs) in the policy of promotion of agricultural enterprises of Ukraine; research of the connection between the communicator and the audience in the process of exhibitions and fairs in agrarian business; buildin

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Polishchuk, Iryna, Юрій Довгань, Olha Hromova, Larysa Dovhan, and Inna Hnydiuk. "TOOLS FOR MARKETING MANAGEMENT OF THE INNOVATION AND INVESTMENT ACTIVITY." Financial and credit activity problems of theory and practice 2, no. 43 (2022): 228–37. http://dx.doi.org/10.55643/fcaptp.2.43.2022.3654.

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The paper examines the processes of managing innovation and investment activity of enterprises with the complex use of marketing management tools. It is clarified that modern competitive challenges force enterprises to strengthen innovation and investment activity, which is no longer considered as one of the possible goals, but as a critical and vital condition for the enterprise operation. Theoretical provisions and conceptual-and-categorical apparatus of the research of marketing management tools for the marketing management of innovation and investment activity of enterprises are generalize

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PANCHENKO, VOLODYMYR, and ROSTYSLAV BARAN. "PERSPECTIVE AREAS AND DIRECTIONS OF DEVELOPMENT OF THE UKRAINE TOURIST SECTOR WITH THE APPLICATION OF MODERN MARKETING TOOLS." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 298, no. 5 Part 1 (2021): 76–81. http://dx.doi.org/10.31891/2307-5740-2021-298-5(1)-13.

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The article summarizes the features of world tourism development in the context of strengthening globalization processes. It is determined that in the conditions of globalization tourist enterprises should not only improve the existing components of the marketing complex, but also look for innovative areas of strategic development of the effectiveness of the management of the Internet marketing system. The perspective spheres and directions of development of the system of Internet marketing of the enterprises of tourism of Ukraine are systematized. The influence of the development of digital t

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HALYNSKA, A., and O. KYRYCHOK. "Management of the complex of marketing measures for Ukranian Enterprises of Agriculture." Actual problems of innovative economy, no. 2 (2019): 69–74. http://dx.doi.org/10.36887/2524-0455-2019-2-11.

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The article is devoted to the formation of managerial decisions to ensure the formation of a marketing complex by the companies of the AIC of Ukraine. The purpose of this article is to identify the peculiarities of forming a complex of marketing by Ukrainian com-panies in the agroindustrial complex. The authors describe the results of qualitative research, during which the main directions for further use in the enterprises of the agroindustrial complex of Ukraine were defined: the creation of brands, the establishment of relations with customers, the use of social networks and promotion of sal

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Решетнікова, Ірина Леонідівна. "МАРКЕТИНГОВІ КОМУНІКАЦІЇ УКРАЇНСЬКИХ КОМПАНІЙ В УМОВАХ СУЧАСНИХ ВИКЛИКІВ, СПРИЧИНЕНИХ ВІЙНОЮ". TIME DESCRIPTION OF ECONOMIC REFORMS, № 3 (25 жовтня 2022): 28–35. http://dx.doi.org/10.32620/cher.2022.3.04.

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Recently, the marketing communications of enterprises are in constant transformation due to the crisis of the domestic advertising market as a result of Russian aggression. The war in Ukraine has become the main challenge that worries the population of all the leading countries of the world and will affect their economic situation and consumer behavior. Under such conditions, enterprises need to optimize their advertising budgets, marketing communication channels in order to use resources most effectively and reach their own target audience. The aim of the research is to identify the main chal

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Schüller, David, and Karel Doubravský. "Fuzzy Similarity Used by Micro-Enterprises in Marketing Communication for Sustainable Development." Sustainability 11, no. 19 (2019): 5422. http://dx.doi.org/10.3390/su11195422.

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The purpose of this paper is to present fuzzy reasoning as a formal tool for determining the differences in perception of individual communication channels by customers. These differences in customer perception are important for micro-enterprises to develop an effective green advertising campaign. These kinds of enterprises are not able to conduct their own extensive marketing research or use the service of marketing agencies. Micro-enterprises are the cornerstone for sustainable local economic growth where the community plays an irreplaceable role for sustainable development. Marketing commun

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Федорович, Олег Евгеньевич, Олег Викторович Сломчинский та Вадим Алексеевич Пуйденко. "ИССЛЕДОВАНИЕ ЛОГИСТИКИ УПРАВЛЕНИЯ ПРОИЗВОДСТВОМ ВЫСОКОТЕХНОЛОГИЧЕСКОЙ ПРОДУКЦИИ ВИРТУАЛЬНОГО ПРЕДПРИЯТИЯ". Aerospace technic and technology, № 4 (14 жовтня 2018): 107–15. http://dx.doi.org/10.32620/aktt.2018.4.13.

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It is stated and solved the complex task related to the arrangement and management of the virtual enterprise (VE) in the aerospace industry where high-tech innovative products produced. The complex task divided into several stages. At the first stage, the task of building a portfolio of VE orders solved. In order to do this, the state of the high-tech products market is analyzed to identify the competitive products. The alternatives of the order portfolio compared and evaluated considering the costs, timing, and risks of output. The composition of the VE enterprises selected at the second stag

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VOSKRESENSKA, O. Ye, A. V. SOFIIENKO, N. A. VLASENKO, and O. V. KOKORIEVA. "THE RESEARCH OF THE INFLUENCE OF MEANS OF MARKETING COMMUNICATIONS ON THE TOURIST ENTERPRISES COMPETITIVENESS." Economic innovations 23, no. 3(80) (2021): 64–71. http://dx.doi.org/10.31520/ei.2021.23.3(80).64-71.

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Topicality. Today, the tourism industry is facing a number of specific problems related to the pandemic. Development and support of tourism in our country is a priority because this industry makes a significant contribution to the development of our country. Therefore, increasing the competitiveness of tourism enterprises is a strategic task today. At the same time, the tourist resources that our country has are used irrationally. Tourism companies do not use marketing management at the appropriate level. Importantly, marketing communications involve not only the impact of the company on the c

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Danyliuk, Natalia. "VIRTUAL ORGANIZATIONAL STRUCTURE OF IT COMPANY: MARKETING AND MANAGEMENT ASPECTS." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 24(52) (2022): 20–25. http://dx.doi.org/10.25264/2311-5149-2022-24(52)-20-25.

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The article attracts attention to a fairly common type of organizational structure of management, which is a virtual organization, due to the digitalization of the economy and the functioning of a significant number of enterprises in virtual space. The implementation of a virtual organizational structure promotes better interaction of structural units of IT company, as well as provides prompt management decisions both within the organization and outside. This allows the organization to respond in a timely manner to changes in a dynamic market environment and, thus, better interact with counter

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Muhammad Dharma Tuah Putra Nasution, Ahmad Rafiki, Yossie Rossanty, and Cut Kesuma Pahlufi. "Exploring Small and Medium Enterprises' Intention to Adopt AI - Powered Chatbots in Halal Marketing Communications." IQTISHODUNA: Jurnal Ekonomi Islam 13, no. 1 (2024): 35–58. http://dx.doi.org/10.54471/iqtishoduna.v13i1.2364.

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This study explores the adoption of AI chatbots in marketing communication by SMEs, specifically focusing on Halal contexts. It investigates factors such as perceived usefulness and attitude, which play a crucial role in shaping users' intentions. The mediating role of attitude, particularly in the context of Halal products, is significant, considering culturally sensitive considerations. The research adopts a quantitative approach with a correlational study design, utilizing random sampling to ensure representativeness. Data collection involves structured questionnaires, adapted scales, and 2

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Yanchuk, Tetiana, and Daria Horelova. "VIRAL MARKETING AS THE MAIN TYPE OF INTERNET MARKETING." Economic Analysis, no. 32(2) (2022): 228–35. http://dx.doi.org/10.35774/econa2022.02.228.

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Introduction. Practically all modern companies have representation in the Internet in the form of a full-fledged resource, blog, site, pages in social networks. However, by simply creating a network resource and even filling it with information content, we will not provide increase of sales and increase of popularity of the enterprise. For this purpose it is necessary to apply the tools of communication policy and bases of Internet marketing. As a result of rapid development of information technologies, social networks and new media, the role of widespread use of viral marketing is increasing.

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Shvetsov, S. A., T. N. Yegorushkina, and M. P. Kalinichenko. "Promotion of Highly-Technological Products of Civil and Double Purpose of the Defense and Industrial Complex of Russia: Challenges, Efficiency and Prospects." Vestnik of the Plekhanov Russian University of Economics, no. 1 (February 14, 2022): 159–71. http://dx.doi.org/10.21686/2413-2829-2022-1-159-171.

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The article describes characteristics, problems and experience of promoting highly-technological products of civil and double purpose at entities (including enterprises) of the defense and industrial complex of Russia and provides recommendations aimed at increasing efficiency of this trend. The authors identify specific features of promoting highly-technological products of civil and double purpose, analyze key tools of marketing communications used in promotion with due regard to specificities of the target market and products. Promotion strategy for civil products of ‘Tulmashzavod’ was work

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Kulikova, E., Ol'ga Ruschickaya, and Tat'yana Kruzhkova. "Digital marketing infrastructure of rural areas." Agrarian Bulletin of the 231, no. 02 (2023): 98–106. http://dx.doi.org/10.32417/1997-4868-2023-231-02-98-106.

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Abstract. Digital technological means are developing, the number of Internet users is growing, so marketing activities play a key role for every organization, companies in the agricultural economic sphere are not developing either. Marketing activity has the character of an opportunity to attract new consumers and build communications with old customers. If such activities are not used, then at present it is fraught with economic losses, and the loss of all business activities as a whole. A number of scientific and technological revolutions have changed a lot, the activity and features of the

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ВАСИЛЬЦІВ, Тарас, Руслан ЛУПАК та Олег МИКИТИН. "МЕТОДИКО-ПРИКЛАДНІ АСПЕКТИ УПРАВЛІННЯ РЕСУРСНИМ ЗАБЕЗПЕЧЕННЯМ В СИСТЕМІ ЕКОНОМІЧНОЇ БЕЗПЕКИ ПРОМИСЛОВИХ ПІДПРИЄМСТВ". Herald of Khmelnytskyi National University. Economic sciences 338, № 1 (2025): 64–68. https://doi.org/10.31891/2307-5740-2025-338-8.

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In the system of the economic potential of the enterprise (along with competitive, innovative, production, marketing and sales, organizational and managerial and entrepreneurial potentials), in particular in the field of industry, a significant role is assigned to the management of resource provision - a functional and structural element of the economic security of the enterprise, which determines the quality of processes formation and effective use of resources in order to maintain the stability and sustainability of the economic security of the enterprise. The components of resource provisio

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Lomovskykh, L., M. Ponomarova, L. Chip, E. Krivosheya, and O. Lisova. "MANAGEMENT AND ORGANIZATIONAL AND ECONOMIC CONDITIONS OF STRENGTHENING THE MARKETING ACTIVITY OF THE ENTERPRISE AND MAINTAINING EFFICIENT AGRO BUSINESS." Financial and credit activity: problems of theory and practice 2, no. 37 (2021): 263–70. http://dx.doi.org/10.18371/fcaptp.v2i37.230255.

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Abstract. The analysis of the activity of agricultural enterprises indicated its inherent high degree of risk. Unlike other industries, a significant share of integrated risk for agriculture is weather risk. It is this risk that necessitates the diversification of agricultural marketing into three forms: with a deficit of the main commodity product of the agricultural enterprise in the market; with the balance of sales and supply and with the market surplus of marketable products. It is pointed out that in order to reduce the risk, a significant number of medium-sized producers rely on multi-p

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Kuzminov, Nikolay. "FEATURES OF MANAGEMENT OF MARKETING ACTIVITIES OF ENTERPRISES IN TOURISM: INVARIANT APPROACH." Economies' Horizons, no. 2-3(28) (June 1, 2024): 14–23. http://dx.doi.org/10.31499/2616-5236.2(28).2024.304726.

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It is investigated that the tourism industry is an integral part of the national and world market and is considered as a promising direction of development in the world. This industry ranks second in the world economy after the computer and electronics industries. It is proved that the tourism industry is ahead of such industries as oil refining and automotive. The development of tourism became possible due to the scientific and technological progress of society and the introduction of a system of marketing management of tourism enterprises, that is, the creation of a market infrastructure. It

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Bezuhla, L. S., T. V. Kuvaieva, and V. A. Yazina. "Personalization of marketing communications in the hotel and restaurant business: tools for increasing customer loyalty." Economic Bulletin of Dnipro University of Technology 88 (December 2024): 162–69. https://doi.org/10.33271/ebdut/88.162.

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Methods. Using the methods of analysis and synthesis, a detailed analysis of literary sources, scientific articles and practical cases related to marketing communications in the hospitality sector was carried out. The results obtained were synthesized to form a generalized picture of the state of personalization in the industry. The grouping method was used to systematize marketing communications personalization tools by types of communication channels (CRM systems, mobile applications, loyalty programs, etc.). The study was carried out using a systems approach, which allowed us to consider pe

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