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Journal articles on the topic 'Marketing communication complex'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

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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Gavrilechko, Y. V. "Marketing communications complex of subjects of public administration." Public administration aspects 6, no. 11-12 (2019): 5–12. http://dx.doi.org/10.15421/151868.

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The article defines the essence and features of the system of marketing communications (SMC) of the subjects of public administration. It is proposed to introduce this concept as a complex of interpersonal dialogue communications in small groups, public, organizational and mass communications, which is an element of the system of public administration and provides communication of subjects of management with their target audiences.The author justifies the classification of marketing communications in public administration. Among the main classification criteria of distribution are the followin

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Kovalchuk, S., and I. Hmarska. "Complex Marketing Communication in the Supply Chain." Advanced Science Journal 2014, no. 11 (2014): 73–76. http://dx.doi.org/10.15550/asj.2014.11.073.

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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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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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KOVALCHUK, S., Y. GALYUK, and M. SYBACHEV. "INTERNET MARKETING AND INTERNET MARKETING TOOLS IN MODERN CONDITIONS." Herald of Khmelnytskyi National University. Economic sciences 286, no. 5 (2020): 7–10. https://doi.org/10.31891/2307-5740-2020-286-5-1.

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Marketing is evolving every day and its modern form is a synthesis of classical marketing, programming, design, analytics, journalism, psychology, and other fields. The activity takes place in the VUCA world (abbreviation from volatility, uncertainty, complexity, and ambiguity) in the 21st century, which is characterized by the complex and dynamic rhythm of the modern world. That’s why the question of implementation of internet marketing remains relevant in modern conditions. It is determined that internet marketing is a variety of measures in the Internet environment to promote business devel

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Polkovnychenko, Svitlana, та Anastasia Shkulepina. "МАРКЕТИНГОВЕ ЗАБЕЗПЕЧЕННЯ СФЕРИ МЕДИЧНИХ ПОСЛУГ". PROBLEMS AND PROSPECTS OF ECONOMIC AND MANAGEMENT, № 4(20) (2019): 176–86. http://dx.doi.org/10.25140/2411-5215-2019-4(20)-176-186.

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The article discloses the main stages of marketing activity in the sphere of medical services, among which the important role is played by market analysis (microenvironment and macroenvironment), market segmentation, development of marketing mix, etc. The role of marketing communications, through which medical institutions bring to the consumer benefits from using the offered service, is studied. The basic tools of the marketing communications complex are highlighted. Online and offline communication channels of the medical institutions are studied. The process of planning the communications c

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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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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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McAlindon, Kathryn, Jennifer Watling Neal, Zachary P. Neal, Kristen J. Mills, and Jennifer Lawlor. "The BOND Framework: A Practical Application of Visual Communication Design and Marketing to Advance Evaluation Reporting." American Journal of Evaluation 40, no. 2 (2018): 291–305. http://dx.doi.org/10.1177/1098214018771219.

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Despite growing interest in data visualization and graphically aided reporting, the evaluation literature could benefit from additional guidance on systematically integrating visual communication design and marketing into comprehensive communication strategies to improve data dissemination. This article describes the role of targeted communication strategies—based on visual communications, design, and marketing theory—in producing more effective reports. In evaluation practice, well-synthesized and translated reports often require the integration of data from multiple sources, methods, and/or

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Zhokhova, Valentina. "Research of a Complex of Marketing Communications in the Market of Medical Services." Obshchestvo i ekonomika, no. 12 (2023): 133. http://dx.doi.org/10.31857/s020736760027258-2.

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The availability and quality of medical services affect the life expectancy of the population. In this regard, the study of the development of the medical services market is of particular relevance. The purpose of the study was to identify the main elements of the marketing communications complex in the regional medical market, determine their priority and propose methods for their development. The article examines the concept of communication; substantiates the need to introduce marketing communications in the healthcare sector; examines the main elements of the marketing communications compl

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Baranetska, A. "ІНТЕГРОВАНІ КОМУНІКАЦІЇ: ІНТЕРПРЕТАЦІЯ РЕКЛАМИ". State and Regions. Series: Social Communications, № 1(41) (10 березня 2020): 90. http://dx.doi.org/10.32840/cpu2219-8741/2020.1(41).14.

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<div><em>The article explores aspects of modern advertising discourse implementation. The patterns of realization of interaction between advertising and consumers are characterized. The basic functionality of advertising as a communication tool is defined. The article describes strengths and weaknesses in the organization of advertising communication and notes positive features and disadvantages of advertising. Advertising is presented as an important component of the marketing communication system. It is emphasized that the efficiency of marketing communications is due to their st

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АБАКАРОВА, П. А., С. Т. ОСМАНОВА, and С. А. НАЖМУТДИНОВА. "DOMESTIC FILM MARKETING AS AN INTEGRAL PART OF THE MARKETING COMPLEX." Экономика и предпринимательство, no. 2(163) (May 9, 2024): 277–80. http://dx.doi.org/10.34925/eip.2024.163.2.047.

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Статья посвящена стратегиям продвижения отечественных фильмов в последнее время. Эти стратегии интегрированной маркетинговой коммуникации эффективно использовались, чтобы выявить конечный мотив производителей этих фильмов более высокие продажи билетов. The article is devoted to strategies for promoting domestic films in recent times. These integrated marketing communication strategies have been used effectively to uncover the ultimate motive for the producers of these films higher ticket sales.

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Syvolovska, Olena, Tetiana Neskuba, Olena Aleksandrova, and Olena Mkrtychyan. "Implementation of innovative marketing technologies for higher efficiency of the marketing communication complex." SHS Web of Conferences 67 (2019): 04013. http://dx.doi.org/10.1051/shsconf/20196704013.

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The authors analyzed the basic trends in development of marketing communications in Ukraine and defined efficient innovating marketing methods, one of which is neuromarketing. The article generalizes experience in implementing neuromarketing techniques in Ukraine and all over the world, systematizes methods, technologies and tools of neuromarketing and defines the areas of usage for business activity in Ukraine. Besides, the article analyzes faults, advantages and prospects of neuromarketing development, classifies target audiences in terms of their response to neuromarketing methods and techn

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Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.

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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communicat

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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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Tazov, P. Yu. "Marketing of art spaces: essence, characteristics, prospects." Vestnik Universiteta, no. 2 (March 21, 2024): 31–40. http://dx.doi.org/10.26425/1816-4277-2024-2-31-40.

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The article studies the peculiarities of promoting art spaces as significant social and cultural objects that act as a locomotive for territorial development, attracting tourists and involving the population in cultural activities. Theoretical approaches to the marketing of art objects and art industry have been analyzed. The key functions of art spaces have been studied. It is proved that art spaces marketing has a more complex structure due to the promotion object multifunctionality than art objects marketing. The author’s art space marketing communication model has been proposed. It is base

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Quy, Nguyen Hong, and Feifei Sun. "Digital Content Marketing – A Literature Review on Concepts, International Experiences and Implications for Vietnam." SHS Web of Conferences 124 (2021): 09005. http://dx.doi.org/10.1051/shsconf/202112409005.

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Communication activities are increasingly more diverse, complex and play a more important role in brand building. Perceived consistency of brand messages (across campaigns), a new variable that reflects an important aspect of the integration performance of marketing communications, has been included in the investigation of the impact of marketing communications. It has been shown that perceived consistency strongly correlates with brand's perception, attitude and behavior changes of the target audience. However, the mechanism of influence of this factor in the communication process is still a

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Sinyaeva, I. M. "THE MANAGEMENT MODEL OF THE MODERN COMPLEX OF MARKETING COMMUNICATIONS." Business Strategies, no. 6 (June 6, 2019): 19–23. http://dx.doi.org/10.17747/2311-7184-2019-6-19-23.

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This article investigates modern marketing communications with the emphasis on the importance of creating a model of communication management aimed at improving the results of market participation of the organization. Studying the transformation of the national economy, the trends of concentration of industrial and financial capital, digitalization and customer focus of national business are rightly noted. The author logically highlights the dominance of Internet advertising in the modern complex of communications, which for the first time in 2018 was ahead of TV advertising in terms of sales.

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Duhalm, Simona. "MARKETING COMMUNICATION IN THE INTERNET." STUDIES AND SCIENTIFIC RESEARCHES. ECONOMICS EDITION, no. 13 (December 17, 2008): 39. http://dx.doi.org/10.29358/sceco.v0i13.15.

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Currently, communication becomes more complex, faster and more dynamic every day. In this context, communication switches channels on traditional media to online applications. Thus, the electronic communication threatens, if not take the physical communication. We live in the era of information and the information they seek more ways than quick, cheap and accessible spread. Among the most common methods of electronic communication including website, electronic newsletter, blog and email custom. Online marketing has its roots in traditional marketing, but branch out and in a very obvious due to

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Kasian, Serhii, та Kateryna Korablova. "Засади інтеграційної маркетингової комунікаційної діяльності виставкових компаній України". European Journal of Management Issues 25, № 3-4 (2017): 144–53. https://doi.org/10.15421/191718.

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<strong>Purpose</strong> – to expand theoretical idea of model functioning concerning the integrative principles of marketing communication activity of the Ukrainian exhibition companies. <strong>Design/Method/Approach.</strong> This research used methods of comparison, systematization and generalization, the analysis of the peculiarity of exhibition services positioning, integrative methods in managing functions of the exhibition company, methods of digital marketing and web analytics in the context of an integrated understanding of conversion and modelling of marketing commun

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Тазов, П. Ю. "Business School Marketing: A Digital Communication Model." Вестник МИРБИС, no. 4(28) (December 20, 2021): 111–18. http://dx.doi.org/10.25634/mirbis.2021.4.11.

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В статье предлагается модель цифровых маркетинговых коммуникаций для бизнес-школы, раскрываются ее элементы и характеристики. Особое внимание уделяется процессу построения эффективной модели цифровой коммуникации и определяются критерии ее эффективности. Большое внимание уделяется классификации и описанию свойств цифровых каналов коммуникации. Кроме того, проводится анализ основных функций цифровых маркетинговых коммуникаций, а также их реализация на примере веб-сайтов бизнес-школ. Актуальность статьи обусловлена выделением комплексной модели цифровой маркетинговой коммуникации бизнес-школы, п

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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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Zimina, N. "Method of integrated marketing communications in achieving industrial policy objectives." Bulletin of Science and Practice, no. 11 (November 14, 2017): 289–96. https://doi.org/10.5281/zenodo.1048493.

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This article discusses the possibility of applying the method of integrated marketing communications and effectiveness of its use in achieving the objectives of the industrial policy of the region. The article presents the characteristics of the elements of the complex of integrated marketing communications, and the possibility and the expediency of their use are proved in the campaigns which are directed on formation of attractive image of the region for the effective achievement of the cluster mechanism of realization of industrial policy and successful development of industrial parks. This

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Muxsinov, Bekzod. "SPECIFIC PROVISION OF EFFECTIVENESS OF MARKETING COMMUNICATION IN CONSTRUCTION SECTOR." INNOVATIONS IN ECONOMY 4, no. 3 (2020): 67–71. http://dx.doi.org/10.26739/2181-9491-2020-4-7.

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The article proposes an algorithm for a complex economic analysis of marketing activities with a description of the tasks and methods of analysis at each stage of the sequence of mechanisms. The sources, process and results of marketing activities are analyzed in order to identify trends, behaviors, resources and opportunities to increase the effectiveness of marketing activities

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Rohimah, Afifatur, and Mohammad Insan Romadhan. "MARKETING COMMUNICATION STRATEGY OF HALAL TOURISM AROUND GUS DUR’S CEMETERY IN JOMBANG." INJECT (Interdisciplinary Journal of Communication) 4, no. 1 (2019): 1. http://dx.doi.org/10.18326/inject.v4i1.1-14.

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This article aims to develop an appropriate strategy for halal tourism at the complex of Gus Dur’s cemetery. The aim of the study is to find out an appropriate marketing communication strategy that can be applied for halal tourism particularly in religious tourism complex, around Gus Dur’s cemetery. This study used descriptive qualitative method through a mapping approach in finding the data. The finding of the study is that the implementation of an appropriate marketing communication strategy of halal tourism around Gus Dur’s cemetery should consider several aspects including advertisement ro

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Шевченко, Д. А. "COMPLEX OF DIGITAL MARKETING-MIX: SEARCH AND SUBSTANTIATION OF THE OPTIMAL THEORETICAL CONSTRUCTION." Scientific Journal ECONOMIC SYSTEMS 1, no. 255 (2022): 37–52. http://dx.doi.org/10.29030/2309-2076-2022-15-4-37-52.

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In this article, the task is to present the optimal theoretical design of digital marketing and its tools for promoting goods and services in the digital business environment. Comparative characteristics of traditional and digital marketing are considered. The advantages that virtual marketing is gaining more and more due to the rapid development of new interactive forms of communication in the digital environment of interaction between customers, users and organizations are emphasized. So far, no such attempt has been made to present a sound theoretical construction of digital marketing. The

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SOKHAN, Inna, and Yuriy DANKO. "Management of the effectiveness of marketing communication interaction of the educational organization with the target audience." Ukrainian Journal of Applied Economics and Technology 7, no. 2 (2022): 355–61. http://dx.doi.org/10.36887/2415-8453-2022-2-43.

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Currently, almost all educational institutions, including higher education institutions, are real participants in market interaction, subjects of the service market and the labor market. Within the framework of the modern marketing strategy, the emphasis is not only on the consumer, but also on other participants-partners, on target audiences. All this necessitates the use of modern marketing tools in the activities of higher education institutions. These organizations are tasked with training professionals who will be in demand in a highly competitive market environment, will form individual

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MIHALI, Ana Maria. "The Importance of Marketing Communication in the Touristic Negotiation." Annals of "Spiru Haret". Economic Series 14, no. 2 (2014): 27. http://dx.doi.org/10.26458/1423.

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The article deals with a complex and original field of analysis – the role that promotional communication can have within the commercial negotiation process between tour-operating agencies and hotels. In a business world dominated by competitiveness, every method regarding the optimization of the negotiation process is welcomed from the point of view of modern organizations. Therefore, the present research finds its utility through its scope – measuring the impact of marketing communication upon the stages of the negotiation process in the field of touristic services.I propose a series of fact

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Abashidze, Irakli. "Leveraging the Characteristics of Location-Based Communication in Online Marketing." European Journal of Business and Management Research 7, no. 6 (2022): 14–21. http://dx.doi.org/10.24018/ejbmr.2022.7.6.1686.

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Contemporary online marketing communications are increasingly integrated with modern technologies and innovative solutions. Locationbased technologies are one of the approaches that help a business target customers precisely based on their geographic location. Eventually, a number of benefits can be obtained by integrating location-based technologies into marketing strategies. However, it requires a high level of professionalism and may be followed by various complications and risks. Nevertheless, location-oriented marketing can be regarded as one of the most efficient approaches in today’s ma

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Томова, Десислава. "Analysis of Communication in a Virtual Environment for Art Funding." Rhetoric and Communications, no. 57 (October 29, 2023): 151–61. http://dx.doi.org/10.55206/dyjo1109.

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Abstract: This paper presents the results of an analysis of public online communication related to art funding during the COVID-19 pandemic in Spain. The topic is current and of social relevance; it has been the subject of research, including from the perspective of communication and virtual communication in particular. Crowdfunding is a relatively new practice that is entering and establishing itself, especially in the field of arts. Communication in crowdfunding campaigns is complex and requires knowledge and skills in finance, media, communications, public relations, marketing, etc. It is h

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Mirković, Milena, and Dejana Kulina. "Marketing Communications as Important Segment of the Marketing Concept." ECONOMICS 4, no. 1 (2016): 165–80. http://dx.doi.org/10.1515/eoik-2015-0031.

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Summary New frameworks operating at the international level have led to the need for a broader and more complex involvement of companies in international economic flows. In such circumstances, focus on the international and global markets becomes inevitable. Each segment companies must adapt and evolve in accordance with such conditions. Marketing as an important activity of the company in selling products or services is also changing and expanding its activities in line with international market. This leads to the creation of an international marketing concept and system as a specific approac

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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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Poplavskyi, Mykhailo. "Brand Communication as a Social Phenomenon." Ukrainian Information Space, no. 2 (December 20, 2018): 35–46. https://doi.org/10.31866/2616-7948.2.2018.151676.

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Social conditionality of the object interaction, its emotional evaluation, as well as the motivation for further interaction with respect to the brand, to the change or the static behaviour is a pattern for brand communication. Brand communication has a number of features indicating its autonomy, complexity and versatility. The brand is a factor in consumer behaviour management, whose behavioural responses are quite diverse and shaped by the social factors influence, the detection and taking into consideration of which affects the authenticity of the brand communication predicted effects. The

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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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Malhotra, IJ, and J. Dehtjare. "THE ONLINE MARKETING COMPLEX IN TOURISM." Economics & Education 5, no. 1 (2020): 49–55. http://dx.doi.org/10.30525/2500-946x/2020-1-6.

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The article discusses the online marketing complex of tourism and socioeconomics of the online-tourist industry. The analytical data will enable to understand the current business trends in the competitive market today. The key objective of this research is to examine the eTourism developments around the world and in Greece as a country that is gradually embracing eCommerce. The prospect of the online-tourism is presented on the example of Greece tourism website InThessaloniki.com. The research reveals the features of tourism business and discusses important milestones in its development. Alth

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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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Incze, Cynthia Bianka, Alexandra Pocovnicu, Simona Vasilache, and Nora-Labiba Al Zain. "Marketing communication analysis of benetton PR campaigns." Proceedings of the International Conference on Business Excellence 12, no. 1 (2018): 457–65. http://dx.doi.org/10.2478/picbe-2018-0041.

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Abstract In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolu

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Demko, Mariana, Nataliia Kosar, and Nataliia Kuzo. "INTEGRATED MARKETING COMMUNICATIONS OF COMMERCIAL BANKS IN THE CONDITIONS OF A HIGHLY COMPETITIVE MARKET: ESSENCE AND FORMATION." Global Prosperity 1, no. 1-2 (2021): 22–31. http://dx.doi.org/10.46489/gpj.2021-1-1-8.

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In this article, we analyze the dynamics of active operations of several Ukrainian banks. During the last three years, there was a declining trend in the number of commercial banks in Ukraine and their issued loans' size. In order to increase the assets of banking institutions of Ukraine, increase their income, banks need to attract new customers, increase the volume of products purchases by existing customers through active communication activities of commercial banks of Ukraine. The intensification of Internet use by banks opens new opportunities for the sales systems improvement and promoti

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Okoronkwo, Chizorom Ebosie. "Analysing the Use of Memes as a Messaging Strategy for Resilience and Crisis Communication." International Journal of Research and Innovation in Social Science IX, no. I (2025): 2900–2909. https://doi.org/10.47772/ijriss.2025.9010236.

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This review analyses the use of memes as a messaging strategy for resilience and crisis communication. Memes utilise the viral nature to convey messages rapidly and efficiently when employed as a communications tactic. This makes memes an essential tool in marketing strategy for resilience and crisis communication. This review is underpinned with the Situational Crisis Communication Theory (SCCT), which was developed by W. Timothy Coombs. Memes have evolved into powerful communication tools capable of conveying complex emotions, ideas, and social commentaries with remarkable speed and reach. T

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Резник, Галина, Galina Reznik, Т. Соколкова, and T. Sokolkova. "Event-Marketing As a Key Tool of the Complex Progress in the Service Sector." Scientific Research and Development. Economics of the Firm 8, no. 2 (2019): 10–18. http://dx.doi.org/10.12737/article_5d0c94b2659926.01566707.

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Introduction: the article deals with the essence of event-marketing as a popular tool for promotion in the market, the place of event-marketing in the complex of marketing communications is determined. A study on the development of the Park of culture and recreation “Olympic” based on the use of event-marketing tools is carried out. The results of the study of existing tools to promote the Park are given, the motives and preferences of potential guests of the Park on the basis of a survey are identified, recommendations for its development are given. Materials and methods: the article uses the

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Siano, Alfonso, Agostino Vollero, Maddalena Della Volpe, Maria Giovanna Confetto, Pantea Foroudi, and Maria Palazzo. "The role of physical metaphors for decision-making in integrated corporate communication." Bottom Line 31, no. 1 (2018): 42–55. http://dx.doi.org/10.1108/bl-09-2017-0030.

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Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate

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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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Katona, Norbert, Rita Szabó, and András Szeberényi. "Determining Marketing and Communication Dimensions of Healthcare Providers in Hungary." Visegrad Journal on Bioeconomy and Sustainable Development 12, no. 2 (2023): 45–49. http://dx.doi.org/10.2478/vjbsd-2023-0009.

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Abstract While the actors of the developed world are deeply concerned with the complex interpretation of health, studying the path leading to that is a less investigated area, although, among the global Sustainable Development Goals (SDGs), a prominent role is given to the complex experience of health and its quality improvement. Regarding the V4 countries, many indicators of health need to be improved, while the quality of online marketing and communication, as well as the social media activities of private healthcare providers, largely determines the intensity and efficiency of using the ser

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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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MELNYK, Т.M. "Features of global marketing communications in the context of COVID–19." Market Relations Development in Ukraine №6(241)2021 109 (September 22, 2021): 48–63. https://doi.org/10.5281/zenodo.5521146.

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The subject of the study – global marketing communications. The purpose of the article is to identification of current trends in the global marketing communications market caused by the COVID–19 pandemic in order to develop recommendations for adapting appropriate strategies of companies in crisis and post–crisis periods. . Research methodology – methods of analysis and synthesis (in the study of trends in marketing communications under the influence of the COVID–19 pandemic); method of comparison (in the formation of global trends of changes in marketing communic

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Krisna Aji, Imanuel Deny, Hilda Yunita Wono, Kuncoro Dewi Rahmawati, Gabriela Laras Dewi Swastika, Monika Teguh, and Dheandra Mutiara Kayana. "USAHA CATERING OKE LA BEB GO ONLINE." JPM17: Jurnal Pengabdian Masyarakat 5, no. 01 (2020): 59–65. http://dx.doi.org/10.30996/jpm17.v5i01.3252.

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Made Subdistrict of Sambikerep, Surabaya is an area that is very close to Ciputra University campus building complex which is only about 3 km away. The large number of migrants living in the area ranging from those who work in offices and students is a huge opportunity for residents of the Made Subdistrict to open catering business. This was the main reason underlying Ms. Alfiah to open a heavy food supply business. Ms. Alfiah is a housewife who loves cooking. Come from Lamongan Regency and has lived in the Made Subdistrict area for quite a long time. The problems faced by the business partner

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Filippov, Vladimir. "Transformation of Information and Communication Strategies of Commercial Structures in Period of Post Pandemia and Economic Turbulence." Theoretical and Practical Issues of Journalism 10, no. 2 (2021): 351–65. http://dx.doi.org/10.17150/2308-6203.2021.10(2).351-365.

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The article discusses a large scale transformation of information and communication strategies of for-profit business organizations under the influence of the 4-th industrial revolution, global pandemia of coronavirus, instability in the economic system, rapid transition of business community to online communications, aimed at restoring dialogue with target audiences. The research analyzed basic parameters of the updated business communications model used in PR, advertising, social and event marketing to promote new ideas, products and services at the turn of 2019–2021. The subject of a separa

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Mushka, Daniella. "GENESIS OF DIGITAL MARKETING IN THE AGE OF DIGITAL REVOLUTION." Innovative Solution in Modern Science 5, no. 60 (2023): 5. http://dx.doi.org/10.26886/2414-634x.5(60)2023.1.

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The article discusses the features of digital marketing in relation to classical, traditional marketing. A special attention is devoted to a review of digital communications and digital marketing tools, which by their nature are targeted, interactive and integrative. The research analyses the technology of digital marketing algorithmization describing the sequence of management decisions made to adapt developing digital marketing tools to the company’s activities. As part of the consideration of modern trends in the development of digital marketing, the author has identified the most effective

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Li, Kunze. "Function Mechanism of Emotional Appeal in Marketing Communication on Brand Loyalty." Journal of Innovation and Development 8, no. 3 (2024): 67–72. http://dx.doi.org/10.54097/breat349.

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This paper explains the function mechanism of emotional appeal in marketing communication and its relevance to brand loyalty. Emotional appeal is, therefore, a concept under the reach for marketing communications that seeks to appeal to consumers' emotions to encourage a tight bond between consumers and brands. The emotional appeal retailing strategy demonstrated in the study discusses the effects brought about by the appeal, its impact on the consumers, and how they can lead to brand loyalty. By reviewing the current paper's extant theories and empirical evidence, this paper has explained the

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