Log in

Relevant bibliographies by topics / Marketing communications policy / Journal articles

To see the other types of publications on this topic, follow the link: Marketing communications policy.

Journal articles on the topic 'Marketing communications policy'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the top 50 journal articles for your research on the topic 'Marketing communications policy.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.

1

Pomaz, Oleksandr, Tetiana Voronko-Nevidnycha, Vladuslav Dereza, and Artem Mykhailyk. "The Peculiarities of Modern Methods of Marketing Communication Policy Application by Enterprises." Modern Economics 23, no. 1 (2020): 169–73. http://dx.doi.org/10.31521/modecon.v23(2020)-27.

Full text

Abstract:

Introduction. The article deals with current issues related to the application of modern methods of marketing communication policy at enterprises, and with the research of different scientists’ approaches in defining this concept. Results. It has been proved that modern enterprises, regardless of their field of activity, require the establishment of long-term mutually beneficial relationships with suppliers, intermediaries, partners and, most importantly, with customers, therefore there is an urgent need for effective communication policy. The problems of forming marketing communications of do

APA, Harvard, Vancouver, ISO, and other styles

2

Гарматюк, Олена Валентинівна, and Артем Андрійович Автомеєнко. "MARKETING POLICY OF COMMUNICATIONS IN PHARMACY." Economies' Horizons, no. 1(2) (October 28, 2017): 35–41. http://dx.doi.org/10.31499/2616-5236.1(2).2017.113296.

Full text

APA, Harvard, Vancouver, ISO, and other styles

3

Lokhman, N. V., T. M. Beridze, M. O. Lokhman, and D. A. Chokoi. "BRANDING AS A SUBLIMISM OF PRODUCT POLICY REGARDING MARKETING COMMUNICATIONS." Visnyk of Donetsk National University of Economics and Trade named after Mykhailo Tugan-Baranovsky, no. 1(78) 2023 (2023): 21–29. http://dx.doi.org/10.33274/2079-4819-2023-78-1-21-29.

Full text

Abstract:

Objective. The objective of the article is the determination of the place of branding among the instruments of product policy and marketing communications, identification of key trends in the system "Commodity policy - branding - marketing communications". Methods. The theoretical and methodological basis of the study is the modern theory of marketing and management. In the course of the study, the methods of theoretical generalization (when interfering the concepts of "product policy", "branding", "marketing communications"), analysis and synthesis (to form the rule of branding as a sublimati

APA, Harvard, Vancouver, ISO, and other styles

4

Baran, Rostyslav. "FORMATION OF MARKETING COMMUNICATIVE POLICY OF TOURIST ENTERPRISES IN THE CONDITIONS OF DIGITAL COMMUNICATIONS DEVELOPMENT." Economic Analysis, no. 31(2) (2021): 80–89. http://dx.doi.org/10.35774/econa2021.02.080.

Full text

Abstract:

Introduction. The development of modern information technologies of communication significantly influence the formation of approaches to the implementation of marketing communication policy of tourism enterprises. The intensification of quarantine measures in connection with the COVID-19 pandemic has accelerated the process of digitization of marketing communications, and thus accumulated the process of transformation of traditional marketing communications channels. Purpose. Conceptual understanding of the components of marketing communication policy of tourism enterprises in the system of di

APA, Harvard, Vancouver, ISO, and other styles

5

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

6

ANDRUSHKEVYCH, Z., V. NIANKO, and O. SITARCHUK. "DIGITALIZATION – AN EFFECTIVE INSTRUMENT OF ENTERPRISE’S COMMUNICATIVE POLICY DURING THE COVID-19 PANDEMIC." Herald of Khmelnytskyi National University. Economic sciences 286, no. 5 (2020): 15–18. https://doi.org/10.31891/2307-5740-2020-286-5-3.

Full text

Abstract:

The article examines the digital tools of marketing communications, lists their benefits and features of use in today’s business environment. The concept of digital marketing and the need for timely transition of enterprises to this type of communication with the consumer is defined. The components of building an effective marketing communication policy of the enterprise are considered, which provides for the active presence of the enterprise in social networks and the use of all possible means of digital communications. The degree of «presence» of digital technologies in the marketing strateg

APA, Harvard, Vancouver, ISO, and other styles

7

Король, Інна Володимирівна, and Світлана Миколаївна Подзігун. "MARKETING POLICY OF COMMUNICATIONS IN THE BANK." Economies' Horizons, no. 1(4) (April 30, 2018): 42–51. http://dx.doi.org/10.31499/2616-5236.1(4).2018.132078.

Full text

APA, Harvard, Vancouver, ISO, and other styles

8

Vardishvili, Lali, and Tinatin Petriashvili. "Efficiency of Optimal Integration of Marketing Communications." International Journal of Social Science and Economic Research 09, no. 11 (2024): 5093–99. https://doi.org/10.46609/ijsser.2024.v09i11.008.

Full text

Abstract:

Marketing Communications helps a vendor to realize product swiftly and efficiently. While communicating with the consumers, a company must not apply only traditional methods, but an integrated mode of communication, which solidifies bilateral relationship. This way, it is possible for the consumer to avoid suspicions on being provided with misinformation. The main goal of communication is to provide business and people with benefit. The use of integrated communications supports improvement of the economic situation across the country. The companies which refuse to consider or apply an intense,

APA, Harvard, Vancouver, ISO, and other styles

9

Nina, V. SHASHLO, A. DENISENKO Igor, and A. KUZUBOV Alexey. "Transformation of the marketing communication policy of tourist companies in the conditions of digitalization: theory, practice, innovative aspects." Services in Russia and Abroad 16, no. 1 (2022): 102–15. https://doi.org/10.24412/1995-042X-2022-1-102-115.

Full text

Abstract:

The article is devoted to a comprehensive study of the formation of approaches to the implementation of the marketing communication policy of travel companies in the context of the development of modern information technologies. It has been proved that the successful development of modern tourism business depends on the speed of transmission and exchange of information, its relevance, timeliness of receipt, adequacy and completeness, this involves the use of modern information technologies both in the field of creating a tourist product and its promotion to the market. It is concluded that the

APA, Harvard, Vancouver, ISO, and other styles

10

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.

Full text

Abstract:

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).

APA, Harvard, Vancouver, ISO, and other styles

11

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

12

Olena, Kitchenko, and Kuchina Svitlana. "Enterprise communication policy indicators analysis as a part of marketing audit." Technology audit and production reserves 3, no. 4(47) (2019): 51–54. https://doi.org/10.15587/2312-8372.2019.170686.

Full text

Abstract:

<em>The object of research is the process of marketing audit communication policy of the enterprise. The theoretical basis and methodological basis of this research are the fundamental tenets of modern marketing, the communication policy of the enterprise, the achievements of scientists regarding the theoretical and applied foundations of the marketing audit and the use of advertising management. In the course of the study, general scientific and special methods were used, namely: a system-functional approach to the study of the essence of the notion «marketing audit», a method of

APA, Harvard, Vancouver, ISO, and other styles

13

Antonova, Irina Yu. "INTEGRATED MARKETING COMMUNICATIONS AS A TOOL FOR PRODUCT PROMOTION." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 12/10, no. 141 (2023): 166–71. http://dx.doi.org/10.36871/ek.up.p.r.2023.12.10.016.

Full text

Abstract:

In market conditions, an important factor of high competitiveness is the development of an effective marketing mix, one of the main elements of which is communication policy. Advertising, sales promotion, relationships with the public, direct marketing are the main means of marketing communications of an enterprise. Synthetic means of the marketing communications system, such as branding, sponsorship, participation in exhibitions and fairs, also have a great influence on the promotion of goods. They can be used separately, but it is better to create a system of integrated marketing communicati

APA, Harvard, Vancouver, ISO, and other styles

14

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

15

Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.

Full text

Abstract:

Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices i

APA, Harvard, Vancouver, ISO, and other styles

16

Potts, Linda, and Louis Rowitz. "Social Marketing/Health Communications." Journal of Public Health Management and Practice 2, no. 4 (1996): 73–76. http://dx.doi.org/10.1097/00124784-199623000-00019.

Full text

APA, Harvard, Vancouver, ISO, and other styles

17

Simabur, Lisda Ariani, Suwandi S. Sangadji, Abd Rahman, and Nur Akbar A. Koja. "Exploring the Research Landscape of Marketing Communication in Tourism: A Bibliometric Analysis." Studies in Media and Communication 11, no. 7 (2023): 283. http://dx.doi.org/10.11114/smc.v11i7.6294.

Full text

Abstract:

The purpose of this investigation is to map the current state of marketing communications studies in the tourism industry. In this article we used a bibliometric analysis technique. Scopus data indicated that there were 195 documents concerned with marketing communications in the tourism industry. Furthermore, data analysis was carried out using VOSviewer and Excel. This analysis involves identifying relevant keywords, co-occurrence analysis, citation analysis, and network visualization. Our findings provide an overview of research trends, prominent authors, influential journals, and key theme

APA, Harvard, Vancouver, ISO, and other styles

18

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.

Full text

Abstract:

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)

APA, Harvard, Vancouver, ISO, and other styles

19

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.

Full text

Abstract:

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)

APA, Harvard, Vancouver, ISO, and other styles

20

Fomichenko, I., S. Barkova, A. Dykan, K. Kosik, and K. Kozlova. "Internet Marketing as a Modern Enterprise Communication Tool." Economic Herald of the Donbas, no. 4 (62) (2020): 97–102. http://dx.doi.org/10.12958/1817-3772-2020-4(62)-97-102.

Full text

Abstract:

The article identifies the need for the use of Internet marketing technologies to promote goods and services in a modern domestic enterprise. Based on the analysis, the need to improve the marketing, sales and communication policy of domestic enterprises using the Internet is substantiated. The main marketing processes that are implemented using Internet marketing technologies, which include marketing research on the Internet, marketing communications on the Internet and promotion and marketing of products over the Internet. The main types of Internet marketing at a modern enterprise are studi

APA, Harvard, Vancouver, ISO, and other styles

21

Matviiets, Olha, and Viktoriia Kipen. "The features of direct marketing and personal selling as a form of marketing communications." VUZF Review 6, no. 2 (2021): 139–45. http://dx.doi.org/10.38188/2534-9228.21.2.16.

Full text

Abstract:

The article summarizes approaches to defining the essence of the "direct marketing" concept. It is proved that the tools of direct marketing, as a component of internal marketing, are the most effective means of influencing the behavior of modern consumers and adaptive to market conditions of marketing activities, the implementation of which will contribute to achieving the corporate goal and mission of the enterprise with minimal time and resources. The necessity of using direct marketing tools in the activities of modern enterprises is justified. The problems of activating direct marketing b

APA, Harvard, Vancouver, ISO, and other styles

22

Orlova, Kateryna, Iryna Tsaruk, and Maksym Ocheredko. "SCIENTIFIC AND METHODICAL FOUNDATIONS OF ENTERPRISE COMMUNICATION POLICY FORMATION IN THE SYSTEM OF INNOVATIONS MARKETING." Economic scope, no. 202 (July 13, 2025): 202–7. https://doi.org/10.30838/ep.202.202-207.

Full text

Abstract:

The article considers the peculiarities of formation of enterprise communication policy in the system of innovations marketing. It was defined that the conditions of uncertainty, turbulence, and competition aggravation have led to an increased importance of innovative direction of enterprise development. Achieving the efficiency of such development envisages its effective promotion, that defines the role of innovations marketing. The authors’ approach to the definition of innovations marketing was formed. It is suggested to define innovations marketing as a systemic consumer-oriented activity

APA, Harvard, Vancouver, ISO, and other styles

23

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

24

Dharta, Firdaus Yuni, Hemi Prasetyo, and Yosef Dema. "Influence of attitude on online impulse buying: perspective on marketing communication." Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) 5, no. 3 (2021): 729–45. http://dx.doi.org/10.25139/jsk.v5i3.4138.

Full text

Abstract:

The purpose of this study is to investigate the impact of government policy, marketing communication, and website quality on online impulse purchases. The effect of attitude mediation on government policy relations, marketing communications, and the quality of website and online impulse buying is also analysed in this research. This research is survey research with a sample of respondents as many as 250 active students in West Java. Data analysis in this research is path analysis using PLS-SEM. The findings of this study show that government legislation, marketing messaging, and website qualit

APA, Harvard, Vancouver, ISO, and other styles

25

KOVALCHUK, Svitlana, and Yevgena ZABURMEKHA. "ANALYSIS OF MARKETING COMMUNICATIONS OF COMMERCIAL BANKS." Herald of Khmelnytskyi National University 294, no. 3 (2021): 177–81. http://dx.doi.org/10.31891/2307-5740-2021-294-3-27.

Full text

Abstract:

A sign of the modern financial market is the intensification of competition between commercial banks, the emergence competitors in the face of other financial intermediaries, creating new and improving existing ones banking products, increasing customer requirements for the quality of banking services, increasing influence information technology. Intensive use of marketing communications by banking institutions, main functions which are informing consumers about the features and benefits of banking products and services, incentives demand, maintaining customer loyalty, creating a positive imag

APA, Harvard, Vancouver, ISO, and other styles

26

АНДРУШКЕВИЧ, Зінаїда, and Руслан БОЙКО. "DIGITAL COMMUNICATIONS - A MODERN VECTOR OF MARKETING DEVELOPMENT OF COMPANIES." Herald of Khmelnytskyi National University. Economic sciences 330, no. 3 (2024): 21–25. http://dx.doi.org/10.31891/2307-5740-2024-330-3.

Full text

Abstract:

The article highlights the relevance of using digital communications tools as one of the modern directions of a company's marketing development in the context of rapid technological development. The author focuses on digital communication channels used to attract and retain consumers in the online environment. The main tools of digital communications in the marketing policy of companies are considered, in particular, new media, email marketing, contextual and targeted advertising, SMM, Influence Marketing, content marketing, SEO, mobile marketing and others aimed at individualized interaction

APA, Harvard, Vancouver, ISO, and other styles

27

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

28

Shugan, Steven M. "Marketing Perspectives on Federal Communications Commission Policies." Journal of Public Policy & Marketing 22, no. 1 (2003): 35–40. http://dx.doi.org/10.1509/jppm.22.1.35.17617.

Full text

Abstract:

The author briefly critiques Federal Communications Commission policies and legislative actions as reported by Sappington and Stockdale (2003) and then provides some insights from a marketing science perspective. The author questions whether competition created through regulation produces the same benefits as natural competition and argues that when natural competition fails to produce desired results, the underlying reason might be the prohibitive cost of providing service to some consumers. The author also argues for customer satisfaction measures rather than market measures to determine pub

APA, Harvard, Vancouver, ISO, and other styles

29

Tolstova, A., and Ya. Danko. "Analysis communication policy specialized organizations to attract investment." Bulletin of Science and Practice 414, no. 12(13) (2016): 311–20. https://doi.org/10.5281/zenodo.205454.

Full text

Abstract:

The analysis of best practices in terms of specialized organizations for attracting investment and work with investors, based on data provided by the Agency for Strategic Initiatives (ASI) in the national rankings. The basic and additional activities of specialized organizations to attract investment in different regions, as well as the use of complex strategies of marketing communications tools in interaction with all stakeholders. A communication policy of the Corporation of Krasnodar region.

APA, Harvard, Vancouver, ISO, and other styles

30

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

31

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

32

Mensah, Kobby, Nnamdi O. Madichie, Gilbert Kofi Mensah, and Gideon Awini. "Consumer intentions, reactance and the marketing implications of policy induced mergers and acquisitions in financial services." International Journal of Bank Marketing 40, no. 3 (2022): 536–57. http://dx.doi.org/10.1108/ijbm-10-2020-0516.

Full text

Abstract:

PurposeThe purpose of this study is to establish, drawing upon the indirect effects of customer reactance from an emerging economy perspective, the marketing implications of policy induced Mergers and Acquisitions (M&A) in Financial Services.Design/methodology/approachThe study employed a quantitative research approach, relying on data from 517 customers of M&A banks in Ghana. Purposive sampling technique was used in selecting respondents for the study. Hypotheses were tested using a structural equation modelling.FindingsA positive and significant relationship between immersive marketi

APA, Harvard, Vancouver, ISO, and other styles

33

Frankenberger, Kristina D., and Ajay S. Sukhdial. "Segmenting Teens for AIDS Preventive Behaviors with Implications for Marketing Communications." Journal of Public Policy & Marketing 13, no. 1 (1994): 133–50. http://dx.doi.org/10.1177/074391569401300111.

Full text

Abstract:

The authors summarize the literature from marketing, health and medicine, adolescence, communications, education, and psychology in a way that helps public policymakers segment adolescents into potential adopter groups of AIDS preventive behaviors. They discuss public policy implications for marketing communications and conclude with suggested directions for further research.

APA, Harvard, Vancouver, ISO, and other styles

34

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

35

Purwaningwulan, Melly Maulin, Tine Agustin Wulandari, and Niluh Ayu Anggaswari. "The Adaptation of Marketing Communication Strategies of MSMEs in Indonesia." Mediator: Jurnal Komunikasi 17, no. 2 (2024): 317–29. https://doi.org/10.29313/mediator.v17i2.3733.

Full text

Abstract:

Marketing communication strategies are an aspect that must adapt to changes or dynam- ics that affect business. This research aimed to determine the adaptation due to the dynamics of the policy regarding the TikTok Shop platform in Indonesia, which is considered to violate the regula- tion of Trade Minister of Indonesia Number 31 of 2023, which started to be effective on September 26, 2023. This research used a qualitative approach with the case study method; data was collected through observation and in-depth interviews. The informants consisted of MSMEs who use TikTok Shop to sell their prod

APA, Harvard, Vancouver, ISO, and other styles

36

Lutsii, Ivan, and Oleksandr Lutsii. "Factors Affecting Marketing Communications in Wartime." Oblik i finansi, no. 3(105) (2024): 112–19. http://dx.doi.org/10.33146/2307-9878-2024-3(105)-112-119.

Full text

Abstract:

The company's choice of specific marketing tools and their combination depends on the goals set, the target audience's characteristics, the type of product being promoted, and the size of the budget. However, in crisis conditions caused by war, pandemic or natural disaster, the effectiveness of marketing communications is influenced by many more factors. The detailed analysis of such factors allows the company to adapt its marketing strategy to the realities of today. The article aims to reveal and systematize the factors affecting marketing communications in wartime conditions. It was found t

APA, Harvard, Vancouver, ISO, and other styles

37

Shevchenko, Inna Yu, Oleksandr M. Nepomnyashchyy, Oleksandra A. Marusheva, Oksana V. Medvedchuk, and Iryna A. Lahunova. "Marketing Communications Management in the Public Administration System." International Journal of Criminology and Sociology 9 (October 21, 2021): 2882–90. http://dx.doi.org/10.6000/1929-4409.2020.09.353.

Full text

Abstract:

The issues of building effective marketing communications systems at the level of public administration are discussed in the article. Most marketing communications research focuses on the private sector. Marketing communications in the public sector are comprehensive and multi-functional. So, marketing communications in public administration are considered not only as a complex of information and communication mechanisms. They also include political, social, economic and cultural aspects. The marketing communications system should be formed both on the domestic market (provision of administrat

APA, Harvard, Vancouver, ISO, and other styles

38

Zaslavska, Olha. "Analysis of marketing communication policy in banking institutions of Ukraine." Acta Academiae Beregsasiensis. Economics, no. 1 (October 4, 2022): 205–18. http://dx.doi.org/10.58423/2786-6742/2022-1-205-218.

Full text

Abstract:

Marketing communications are an integral element of ensuring the bank's competitive position in the financial services market. In modern conditions it is not enough for financial institutions to develop a qualitatively new product, set an optimal price for it and choose effective distribution channels. Any financial institution must successfully operate the communication tools. Thus, the majority of the institution's communication costs are investments in the creation of intangible marketing assets: trademarks, relationships with consumers and other participants in the value chain. The impleme

APA, Harvard, Vancouver, ISO, and other styles

39

Orel, Anna. "Two–way process of the enterprises marketing communications." Market Relations Development in Ukraine 238, no. 12(283) (2025): 102–9. https://doi.org/10.5281/zenodo.15039047.

Full text

Abstract:

The subject of research is a set of theoretical, methodical and practical foundations for the use ofmarketing communications by enterprises as a two–way process.The purpose of the study is to identify ways of optimization and trends in the development of theenterprises marketing communications.Research methods: general scientific and special methods were used in the course of writing thearticle to research ways to optimize and consider the main trends in the development of marketingcommunications. Work results. The article examines the interpretation of the concept of marketing communica

APA, Harvard, Vancouver, ISO, and other styles

40

Zamaletdinova, Lilia R., and Diana A. Vakhidova. "A COMMUNICATION COMPONENT IN THE FORMATION OF THE IMAGE OF HIGHER EDUCATION INSTITUTIONS BASED ON A MARKETING APPROACH." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 10/12, no. 151 (2024): 138–48. https://doi.org/10.36871/ek.up.p.r.2024.10.12.016.

Full text

Abstract:

The paper examines the communication component in the formation of the im-age of higher educational institutions. The variety of approaches to the definition of the category "marketing of educational services" is summarized. Marketing of higher educational institutions is justified within the framework of various marketing concepts in a competitive environment: production concept, product concept, marketing concept, classical concept, socio-ethical con-cept. The partner marketing concept is highlighted as the philosophy of the functioning of a higher education institution. Attention is focused

APA, Harvard, Vancouver, ISO, and other styles

41

Tariq, Emad, Muhammad Alshurideh, Iman Akour, Sulieman Al-Hawary, and Barween Al Kurdi. "The role of digital marketing, CSR policy and green marketing in brand development." International Journal of Data and Network Science 6, no. 3 (2022): 995–1004. http://dx.doi.org/10.5267/j.ijdns.2022.1.012.

Full text

Abstract:

Corporate Social Responsibility (CSR) policy, digital marketing and green marketing are considered as some of the most emerging topics. However, the major problem is associated with the lack of CSR policies, development and adaptation of green marketing in the companies operating in manufacturing companies in the UK. In this manner, this study aimed to determine the role of digital marketing, CSR policies and green marketing in brand development. Concerning this, the case of UK’s manufacturing companies was considered which can help the manufacturing companies operating in the UK to make the d

APA, Harvard, Vancouver, ISO, and other styles

42

Budnikevych, Iryna, Olena Kolomytseva, and Daniil Bastrakov. "Communication component in the formation of the image of higher education institutions based on a marketing approach." Proceedings of Scientific Works of Cherkasy State Technological University Series Economic Sciences 24, no. 4 (2023): 5–16. http://dx.doi.org/10.62660/ebcstu/4.2023.05.

Full text

Abstract:

The work examines the communication component in the formation of the image of higher education institutions. The variety of approaches to defining the "marketing of educational services" category is summarized. The marketing of higher education institutions is substantiated within the framework of various concepts of marketing in the conditions of competition: production concept, product concept, sales concept, classical concept, socio-ethical concept. Partnership concept of marketing is singled out as a philosophy of higher education institution functioning. Attention is focused on the need

APA, Harvard, Vancouver, ISO, and other styles

43

Drozdovich, L. I. "INNOVATIVE MARKETING CONCEPTS WITHIN THE DIGITAL ECONOMY." BULLETIN OF THE INSTITUTE OF ECONOMICS OF NAS OF BELARUS, no. 3 (December 27, 2021): 44–54. http://dx.doi.org/10.47612/2789-5122-2021-3-44-54.

Full text

Abstract:

The article examines the main trends in the development of modern marketing concepts, due to the digitalization of consumer behavior, identifies approaches to the concepts of "foresight of marketing technologies", "interaction marketing", "systemic-reflexive marketing" due to the use of digital communications. The features of the formation of the product and price policy in the framework of the marketing activities of the enterprise are considered.

APA, Harvard, Vancouver, ISO, and other styles

44

Guyo, Gamal. "Personalization in Marketing Communications and Purchase Intent in Egypt." International Journal of Marketing Strategies 6, no. 2 (2024): 46–55. http://dx.doi.org/10.47672/ijms.2134.

Full text

Abstract:

Purpose: The aim of the study was to assess the personalization in marketing communications and purchase intent in Egypt. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study consistently showed that tailored messages, customized

APA, Harvard, Vancouver, ISO, and other styles

45

Demko, M., N. Kosar, N. Kuzo, and Jo Pochopień. "DEVELOPMENT OF THE MARKETING COMMUNICATIONS OF COMMERCIAL BANKS THROUGH A SEGMENT-ORIENTED APPROACH." Financial and credit activity: problems of theory and practice 3, no. 38 (2021): 35–45. http://dx.doi.org/10.18371/fcaptp.v3i38.237417.

Full text

Abstract:

Abstract. In the conditions of fierce competition in the market of banking products, commercial banks should develop measures to attract attention of customers and to develop their loyalty to the banking institution, the develop its brand and to increase its capital. It has been established on the basis of the analysis of secondary marketing information that the bank’s marketing communications play a significant role in this, but it is important to ensure the growth of their efficiency. This can be achieved using a segment-oriented approach to their development. The goal of the present article

APA, Harvard, Vancouver, ISO, and other styles

46

Atalay, A. Selin, and Margaret G. Meloy. "Improving Evacuation Compliance through Control: Implications for Emergency Management Policy and Disaster Communications." Journal of Nonprofit & Public Sector Marketing 32, no. 4 (2020): 364–78. http://dx.doi.org/10.1080/10495142.2020.1798855.

Full text

APA, Harvard, Vancouver, ISO, and other styles

47

Caratù, Myriam, Annarita Sorrentino, and Scozzese. "Can social neuromarketing be useful to public policy?" European journal of volunteering and community-based projects 1, no. 1 (2020): 40–56. https://doi.org/10.5281/zenodo.3870822.

Full text

Abstract:

Some scholars (Craig Lefebvre & Flora, 1988) tried to apply the use of social marketing principles and techniques to an effective implementation of public health interventions, but in order to have an effective public health marketing communications, there is need of effective Public Service Announcements  - that is, public social campaigns: in this frame, neuromarketing can be useful in building effective communication tools whose aim is sustaining social marketing, since it allows to understand the customers’ innermost and unconscious insights with a scientific reliability. Th

APA, Harvard, Vancouver, ISO, and other styles

48

Gelders, Dave, and Øyvind Ihlen. "Minding the gap: Applying a service marketing model into government policy communications." Government Information Quarterly 27, no. 1 (2010): 34–40. http://dx.doi.org/10.1016/j.giq.2009.05.005.

Full text

APA, Harvard, Vancouver, ISO, and other styles

49

Morton, Cynthia, Sabrina Habib, and Jon Morris. "What women want: the effect of health agency advertising on patient-doctor communication." International Journal of Pharmaceutical and Healthcare Marketing 15, no. 3 (2021): 451–65. http://dx.doi.org/10.1108/ijphm-07-2020-0061.

Full text

Abstract:

Purpose The purpose of this study is to investigate the relationship between women’s sexual health agency and their intent to initiate communications with their doctors. The research questions examined the effect sexual health agency has on patient-doctor communication, women’s emotional responses to health advertisements encouraging patient communication with their doctors, attitude toward the message and behavioral intentions after exposure to the advertising message. Design/methodology/approach An experimental design was implemented via an online questionnaire instrument to test the differe

APA, Harvard, Vancouver, ISO, and other styles

50

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.

Full text

Abstract:

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

APA, Harvard, Vancouver, ISO, and other styles

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!