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Journal articles on the topic 'Tools marketing communication policy'

Author: Grafiati

Published: 30 May 2022

Last updated: 31 July 2025

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1

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.

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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

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Yaremenko, Svitlana. "MANAGEMENT OF ENTERPRISE COMPETITIVENESS BY MARKETING COMMUNICATION POLICY TOOLS." Economic scope, no. 201 (June 10, 2025): 378–84. https://doi.org/10.30838/ep.201.378-384.

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The purpose of the study is to develop an original approach to managing enterprise competitiveness through the marketing communication policy tools. Based on a marketing study of the information environment of the enterprise MNPK "VESTA", conducted by consumer survey, the communication channels that directly influence the company's products purchase decision were identified. The majority of respondents (31%) indicated that the most significant informational influence comes from consultatnts/salespeople at points of sale, followed by private recommendations (24%), auto service specialists (15%)

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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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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.

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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

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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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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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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.

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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

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Oklander, Mykhailo, and Mykyta Haidaienko. "Omnicanal marketing tools in the political sphere." Marketing and Digital Technologies 5, no. 1 (2021): 74–100. http://dx.doi.org/10.15276/mdt.5.1.2021.5.

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Aim of the article. The purpose of the article is to substantiate the scientific, methodological and practical provisions for the use of omnichannel marketing tools in the political sphere. Achieving the goal of the work necessitated the solution of the following tasks: to analyze the evolution of marketing tools in modern market conditions; determine the content of the marketing complex in the political sphere; to investigate the effectiveness of the use of marketing research to study the political sphere; determine the feasibility of applying the tools of marketing communication policy in th

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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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Демидюк, С. М., Р. М. Стрільчук, and С. О. Крайчук. "CONCEPT AND TOOLS OF MARKETING COMMUNICATION POLICY OF A HIGHER EDUCATION INSTITUTION." Підприємництво та інновації, no. 34 (February 28, 2025): 183–88. https://doi.org/10.32782/2415-3583/34.29.

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The article examines the concept and tools of marketing communication policy in higher education institutions amid growing competition in the educational market. It highlights the integration of digital technologies, brand management, and performance monitoring. The study emphasizes the role of social networks, SEO, contextual advertising, and SMM in attracting students and building trust. An integrated approach combining online and offline channels is proposed to enhance engagement and competitiveness. The research provides recommendations for optimizing marketing strategies and adapting univ

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Budnikevych, I. M., I. H. Cherdantseva, and I. A. Krupenna. "INNOVATIVE TOOLS OF MARKETING RESEARCH IN MARKETING COMMODITY AND COMMUNICATION POLICY OF TRADE ESTABLISHMENTS." Economics and Law, no. 2 (August 25, 2020): 66–76. http://dx.doi.org/10.15407/econlaw.2020.02.066.

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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.

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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

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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.

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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.

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Jamal, Fauziyah Nur, Norfaridatul Akmaliah Othman, Nurul Zarirah Nizam, Aninda Jelita, Wafrotur Rohmah, and Nur Rachman Dzakiyullah. "Green Marketing: Reviewing Aspect of Communication Tools." International Journal of Sustainable Development and Planning 17, no. 4 (2022): 1085–92. http://dx.doi.org/10.18280/ijsdp.170405.

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This article explores one of the functions of green marketing is communication that needs to be maintained from the company to consumers. Brand Trust is usually used in reference to a thought that serves as the main determinant of consumer decision-making. The application of green marketing is very important to support brand trust in Indonesian Industrial Properties. In addition, this study aims to identify variables that have a relationship with communication tools on brand trust. Furthermore, a conceptual model has been proposed as well as information collected through a survey of 400 consum

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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.

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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

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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.

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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

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Orlova, Kateryna. "Key marketing tools formation and application in business management." Economics, Management and Sustainability 3, no. 2 (2018): 76–84. https://doi.org/10.14254/jems.2018.3-2.6.

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The key marketing tools in business management have been identified. It has been proven that marketing plays an extremely important role in providing the effectiveness of enterprises’ functioning. Marketing has been considered as an activity which is aimed at identification and satisfaction of consumers’ needs. It has been stated that the rational use and combination of marketing tools form an important prerequisite for the sustainable and effective functioning of business subject. The key marketing tools have been defined and grouped according to their spheres of use. Three main g

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ZABURMEKHA, Yevgena, O. HAIDUK, and Artem MYKHAILOV. "DIGITAL-MARKETING TOOLS IN AGRICULTURAL ENTERPRISES." Herald of Khmelnytskyi National University 302, no. 1 (2022): 82–87. http://dx.doi.org/10.31891/2307-5740-2022-302-1-14.

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Traditionally, most people are accustomed to consider the most effective way of advertising: advertising in print media and television, underestimating Internet advertising. Today it is becoming increasingly important to change views on product promotion on the Internet. Most small, medium and large business owners looking for options to promote goods or services turn to digital marketing tools. The Internet has made and continues to have a significant impact on the formation and development of the global information society. With the development of the Internet, approaches to business managem

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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.

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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

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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.

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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

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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.

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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

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MARCHENKO, V.N. "Innovative management of enterprise product policy." Market Relations Development in Ukraine №1(236)2021 102 (April 22, 2021): 41–49. https://doi.org/10.5281/zenodo.4709396.

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The subject of research – a set of innovative approaches to the formation of the structure and volume of product portfolios. The purpose of the article is to develop theoretical principles of product policy management, to generalize modern marketing and technological innovations, and a comparative analysis of the activity of their use by enterprises of different types of economic activity. The methodology of work – a systematic approach to the analysis of innovations in the production, distribution, implementation, and use of new technologies, products, or services. Results of work

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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.

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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

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Holub, Vladyslav. "Social Media as a Tool for Promotion Policy and Communication with Consumers." Central Ukrainian Scientific Bulletin. Economic Sciences, no. 11(44) (2024): 84–93. https://doi.org/10.32515/2663-1636.2024.11(44).84-93.

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The article examines the use of social media by domestic companies to communicate with consumers and potential customers. It identifies the advantages of their use, including low cost, simplicity, and speed of audience analysis, as well as the ability to adapt products and services to the needs of consumers. In the context of social informatization, the Internet provides opportunities to use various marketing tools to influence consumers and promote products. In recent years, social media have played an important role in establishing effective relationships between Internet users, in transferr

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Chunikhina, Tetіana, Mariia Saiensus, Andrii Sinko, Nadiia Iazvinska, Olha Klimovych, and Rostyslav Siryk. "Communication Strategies of Internet Marketing of Trading Enterprises." Journal of Law and Sustainable Development 11, no. 3 (2023): e820. http://dx.doi.org/10.55908/sdgs.v11i3.820.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.  Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide rang

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Danyliuk, Natalia. "MARKETING TOOLS USAGE IN HR-MANAGEMENT OF THE ENTERPRISE." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 25(53) (2022): 18–24. http://dx.doi.org/10.25264/2311-5149-2022-25(53)-18-24.

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The question of the HR-management and marketing areas interpenetration possibility in the process of the enterprise functioning in a market environment has been revealed in the article. The importance of the main functional tasks of HR-management and marketing specialists has been updated, as well as an attempt to systematize common and distinctive features of HR-management sphere and marketing sphere of the enterprise activity has been made with further identification of key links of business areas, where these areas are closely interrelated. It has been determined that HR-management and mark

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Буднікевич, Ірина Михайлівна, та Данііл Анатолійович Бастраков. "МАРКЕТИНГОВІ ТЕХНОЛОГІЇ ФОРМУВАННЯ ІМІДЖУ ТА УКРІПЛЕННЯ БРЕНДУ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ". TIME DESCRIPTION OF ECONOMIC REFORMS, № 1 (2 квітня 2024): 93–101. http://dx.doi.org/10.32620/cher.2024.1.12.

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Formulation of the problem. The relevance of the article is determined by the role of special marketing technologies, which relate to various aspects of the functioning and development of higher education institutions, including communications, image, reputation and brand. The purpose of the article is to study the directions and features of the application of marketing technologies in the communication, image and brand policy of institutions of higher education, to develop recommendations for the use of marketing tools. The object of the study is the processes of applying marketing technologi

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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.

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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

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Korniyenko, Ganna, Tetiana Кurman, Mykhailo Pokalchuk, Valerii Stanislavskyi, and Mykola Chabanenko. "Models for Supporting Agribusiness in the Face of Food Security Threats." Journal of Law and Sustainable Development 11, no. 3 (2023): e822. http://dx.doi.org/10.55908/sdgs.v11i3.822.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment.  Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide rang

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Vasyliev, Vadym. "MARKETING POLICY IN SOCIAL NETWORKS." Economics and Management, no. 1 (2025): 190–97. https://doi.org/10.32782/2312-7872.1.2025.27.

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Marketing policy in social networks plays a crucial role in today's business world, becoming an integral part of the strategies of many companies. It is considered a powerful tool for establishing and maintaining communication between businesses and consumers, contributing to the formation of a loyal audience and increasing the level of customer engagement, which is critical to success in today's digital world. This article focuses on the analysis of marketing strategies used on various online platforms. The aim of the research is to understand how these strategies help optimize interaction wi

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KRAVCHYK, Yurii, Olga GARAPHONOVA, Viktor SHPYLOVYI, Vira SHPILEVA, and Victoriia BILYK. "PROBLEM ASPECTS AND PROSPECTIVE DIRECTIONS OF IMPROVEMENT OF THE INTERNET MARKETING SYSTEM IN THE FIELD OF CONSUMER SERVICES." Ukrainian Journal of Applied Economics and Technology 7, no. 2 (2022): 146–55. http://dx.doi.org/10.36887/2415-8453-2022-2-18.

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The study considers the relevance of the formation and implementation of policies for the development of Internet marketing of the enterprise, in particular entities specializing in the provision of consumer services. The purpose of the study is to identify problematic aspects and substantiate promising areas for improving the system of Internet marketing of consumer services. The results of sociological research among service consumers on the quantity and quality of digital communication channels, including those used by service consumers, their satisfaction with the level and quality of digi

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Chunikhina, Tetіana, Mariia Saiensus, Andrii Sinko, Nadiia Iazvinska, Olha Klimovych, and Rostyslav Siryk. "Communication Strategies of Internet Marketing of Trading Enterprises." International Journal of Professional Business Review 8, no. 5 (2023): e01775. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1775.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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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.

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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

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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.

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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

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Duralia, Oana. "The Impact of Digital Marketing on Consumer Behaviour." Studies in Business and Economics 19, no. 2 (2024): 96–109. http://dx.doi.org/10.2478/sbe-2024-0027.

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Abstract The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable

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Korniyenko, Ganna, Tetiana Кurman, Mykhailo Pokalchuk, Valerii Stanislavskyi, and Mykola Chabanenko. "Models for Supporting Agribusiness in the Face of Food Security Threats." International Journal of Professional Business Review 8, no. 5 (2023): e01876. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1876.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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Purwoko, Agus, Iskandar Muda, Pindi Patana, and Azda Fanya Ramadhany. "Willingness to Pay Analysis, Ideal Price and Determinants of Visitor Entrance Ticket Prices in Tangkahan Nature Tourism Area, Gunung Leuser National Park." International Journal of Professional Business Review 8, no. 5 (2023): e01358. http://dx.doi.org/10.26668/businessreview/2023.v8i5.1358.

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Purpose: The article aims to analyze the peculiarities of communication strategies of Internet marketing, key tools for their implementation, and development prospects in today's dynamic digital environment. Theoretical framework: The communication strategy of Internet marketing of a trading enterprise plays an integral role in improving the corporate strategy, ensuring stable operations in the current economic environment, and forming the competitiveness of the enterprise. The peculiarities of using Internet marketing tools for trade enterprises are the application of a wide range of tools to

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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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Ruswanti, Endang, Rila Gantino, and Sabrina O. Sihombing. "PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY." Humanities & Social Sciences Reviews 7, no. 3 (2019): 32–37. http://dx.doi.org/10.18510/hssr.2019.735.

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Purpose of Study: The aim of this research is to predict the effect of Integrated Marketing Communication (IMC) tools (advertising, direct marketing, sales promotion, and personal selling) on consumers’ intention to purchase organic products in the specific supermarket in Indonesia. Methodology: The primary data was collected by using questionnaires that were given to consumers in a supermarket. Sample size involved 128 consumers. The data was assessed through reliability and validity analysis before hypothesis testing analysis. Result: The results showed only direct marketing have

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САВИЦЬКА, Наталія, Ірина БУБЕНЕЦЬ, Іван ЗАКОВОРОТНИЙ та Орина ІГНАТЕНКО. "ФОРМУВАННЯ МАРКЕТИНГОВОЇ ПОЛІТИКИ ПІДПРИЄМСТВ В УМОВАХ ВОЄННОГО СТАНУ". Herald of Khmelnytskyi National University. Economic sciences 328, № 2 (2024): 330–35. http://dx.doi.org/10.31891/2307-5740-2024-328-55.

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The article is devoted to the disclosure of the key areas and tools for forming the marketing policy of enterprises in wartime. Strategic tools of marketing policy aimed at the long-term development of an enterprise remain relevant, and tactical tools are used to respond quickly to changes. The results of the research show that the work of manufacturing enterprises under martial law was most significantly affected by problems with supply, sales, and a lack of qualified workers. With restrictions on physical contacts and movement, digital channels are becoming the main channel of communication

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MASHOSHYNA, Nataliia, Viacheslav PURIKHOV, and Oksana KOVALYK. "The digital tools usage in the organization of resource support for small business activity." Economics. Finances. Law, no. 6/1 (June 30, 2021): 30–32. http://dx.doi.org/10.37634/efp.2021.6(1).6.

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The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in

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Butyrina, M., та V. Starkov. "РЕАЛІЗАЦІЯ КОМУНІКАЦІЙНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА ЗАСОБАМИ ІНТЕРНЕТ-РЕСУРСІВ". State and Regions. Series: Social Communications, № 2(50) (2 грудня 2022): 94. http://dx.doi.org/10.32840/cpu2219-8741/2022.2(50).11.

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<p><strong><em>The purpose</em></strong><em> of the study is to identify the mechanisms for implementation of the enterprise’s communication activities using network means.</em></p><p><strong><em>Research methodology. </em></strong><em>The study uses general scientific methods: analysis, synthesis, generalization, systematization of data and information relating to both theoretical sources and empirical material. The method of content monitoring of the site allowed to verify the stated conceptual provisions and

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ПОКОТИЛОВА, Валентина, Алла ПАШКОВА та Валентина ШАПОВАЛОВА. "МЕТОДИЧНІ ПІДХОДИ ДО РОЗРОБКИ МЕХАНІЗМІВ ІННОВАЦІЙНОГО РОЗВИТКУ МАРКЕТИНГОВИХ СИСТЕМ ПІДПРИЄМСТВ ФАРМАЦЕВТИЧНОЇ ГАЛУЗІ". Herald of Khmelnytskyi National University. Economic sciences 342, № 3(2) (2025): 267–73. https://doi.org/10.31891/2307-5740-2025-342-3(2)-41.

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The article reveals methodological approaches to the formation of mechanisms for the innovative development of marketing systems in pharmaceutical enterprises. It is established that the innovative orientation of pharmaceutical marketing is driven by the high dynamics of scientific and technological progress, the evolution of the regulatory framework, and changes in consumer behavior models. It is found that marketing activities in the pharmaceutical sector should be integrated into the overall innovation development system with a focus on product, technological, and service innovations. The r

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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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Chaplay, Iryna Vіtalіivna. "THE ORIENTERS OF DEVELOPMENT OF FORMS OF COMMUNICATIVE INFLUENCE OF CIVIL SOCIETY ON THE PUBLIC POLICY." UKRAINIAN ASSEMBLY OF DOCTORS OF SCIENCES IN PUBLIC ADMINISTRATION 1, no. 12 (2018): 228–35. http://dx.doi.org/10.31618/vadnd.v1i12.94.

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The article presents the theoretical and methodological foundations of the development of forms of communicative influence of civil society on the public policy, provides the main methods and conditions of their use for gaining advantages in solving problems of public-management relations. A wide range of issues related to the peculiarities of public relations organization, taking into account domestic and foreign experience, is covered. The specifics of the use of marketing communications in communicating of public authorities with the public are shown. It is substantiated that in the institu

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Krasnova, Іryna, Evgeniy Danyliuk, and Artur Stryzhak. "INNOVATIVE TECHNOLOGIES IN THE MARKETING POLICY OF BANKS." Scientific Notes of Ostroh Academy National University, "Economics" Series 1, no. 28(56) (2023): 77–85. http://dx.doi.org/10.25264/2311-5149-2023-28(56)-77-85.

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In the face of dynamic changes and uncertainties such as pandemics, crises, and war, the banking business is focusing on maximizing its transition to online services. This requires a constant search for innovative banking service channels that reduce irrational operating costs, while ensuring that each client can receive necessary banking services. The article aims to study the trends in the development of innovative marketing technologies in the activities of banks and identify the features of communication channels in the context of digitalization. The article notes that the development of i

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Winda Shabrina and Endah Sudarmilah. "MARKETING COMMUNICATION STRATEGY ANALYSIS IN GOJEK WHILE PPKM (PEMBERLAKUAN PEMBATASAN KEGIATAN MASYARAKAT) DURING COVID-19 PANDEMIC IN INDONESIA." Proceedings Of International Conference On Communication Science 2, no. 1 (2022): 477–84. http://dx.doi.org/10.29303/iccsproceeding.v2i1.122.

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The government's new policy in overcoming the current COVID-19 pandemic to implement PPKM (Pemberlakuan Pembatasan Kegiatan Masyarakat), has an impact on social activities, especially for the user and the drivers of Gojek. This condition leads in the mid of maketing communication strategy in order to deal with this pandemic. As one of the pioneers of startups in Indonesia with statistical data for 2020 with a total of 29.2 million users spread throughout Indonesia, it requires a special strategy for the social media and platform with one million instagram followers,and youtube subcribers Gojek

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МЕДВЕДЕВА, О. С., and С. М. СИМАНЕНКОВА. "COMMUNICATION POLICY TOOLS OF STATE-OWNED ENTERPRISES TO INCREASE PUBLIC ATTRACTIVENESS (USING THE EXAMPLE OF ROSATOM STATE CORPORATION)." Экономика и предпринимательство, no. 6(155) (August 2, 2023): 1253–56. http://dx.doi.org/10.34925/eip.2023.155.6.236.

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В данной статье раскрыты особенности маркетинга государственных предприятий атомной промышленности на примере госкорпорации «Росатом», проанализированы инструменты продвижения предприятий в государственном секторе, элементы маркетинговой политики и рассмотрены тенденции расширения целевой аудитории госкорпорации. This article reveals the marketing features of state-owned nuclear industry enterprises on the example of the Rosatom state Corporation, analyzes the tools for promoting enterprises in the public sector, elements of marketing policy and considers the trends of expanding the target aud

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Krizanova, Anna, George Lăzăroiu, Lubica Gajanova, Jana Kliestikova, Margareta Nadanyiova, and Dominika Moravcikova. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment." Sustainability 11, no. 24 (2019): 7016. http://dx.doi.org/10.3390/su11247016.

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Online marketing communication covers a wide area and thus promotes an extensive reach of advertising to a broad audience. Hotels can achieve certain goals through online communication, mainly an increase of hotel awareness; an improvement of their image; and an increase in the level of customer satisfaction and trust, or brand loyalty. Measurement of the effectiveness of communication tools in the online environment is still a challenge, whether in the academic world or in the business world, mainly due to the complexity of this process. The main objective of this paper is to propose a method

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Іванова, Зоя Олегівна, та Ольга Анатоліївна Мріх. "ОСНОВНІ ПЕРЕВАГИ ТА НЕДОЛІКИ МАРКЕТИНГОВОЇ ПОЛІТИКИ СТИМУЛЮВАННЯ ЗБУТУ ПРОДУКЦІЇ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 131, № 1 (2019): 67–74. http://dx.doi.org/10.30857/2413-0117.2019.1.7.

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The paper explores the existing concepts of sales, sales policy and sales promotion, in particular, specifies the definition of a marketing sales policy concept as well as provides insights about the role and significance of marketing sales promotion policy. The study discusses a range of issues related to challenges in enhancing company’s competitiveness, identifies advantages and disadvantages of sales promotion along with revealing the most effective distribution channels in terms of various marketing communication tools. Specific advantages and disadvantages of particular forms and methods

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