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Готові списки джерел за темами / Integrated marketing communications complex / Статті в журналах

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Статті в журналах з теми "Integrated marketing communications complex"

Автор: Grafiati

Опубліковано: 3 червня 2025

Оновлено: 31 липня 2025

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1

MARTSYNOVSKYI, V. V. "Update of approaches in the research of «complex of integrated marketing communications»." Market Relations Development in Ukraine №2(261)2023 85 (May 4, 2023): 37–44. https://doi.org/10.5281/zenodo.7895525.

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Анотація:

The subject of research is a set of specific features inherent to integrated marketing communications at the current stage. The purpose of writing the article is to update and systematize the approaches available in Ukraine in the study of integrated marketing communications, to determine the prospects for their improvement, to define the term «complex of integrated marketing communications», which would correspond as closely as possible to the current state of its development. The methodology of the study: methods of analysis and synthesis; comparison and generalization; empirical

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2

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

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Анотація:

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

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3

MARTSYNOVSKYI, V. V. "Integrated marketing communications: history of development." Market Relations Development in Ukraine №4(263)2023 100 (June 27, 2023): 80–88. https://doi.org/10.5281/zenodo.8087842.

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Анотація:

The subject of research is the term «integrated marketing communications» and others that preceded its appearance, a set of their specific features. The purpose of writing the article is to systematize and generalize data related to the history of the emergence and development of the concept of «integrated marketing communications» and those related to it. The methodology of the study: methods of analysis and synthesis; comparison and generalization. The study results. The article is devoted to issues of the historiography of the concept of integrated marketing communic

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4

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

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Анотація:

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

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5

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

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Анотація:

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

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6

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

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

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7

MARTSYNOVSKYI, V.V. "Overview of the most common concepts of integrated marketing communications." Market Relations Development in Ukraine №5(264)2023 98 (July 13, 2023): 82–92. https://doi.org/10.5281/zenodo.8142248.

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Анотація:

The subject of research is the concept of a complex of integrated marketing communications according to the key elements of marketing planning (models according to the components of the marketing mix). The purpose of writing the article is the systematization and generalization of information about existing concepts, which are based on various models of the key elements of marketing planning of the complex of integrated marketing communications. The methodology of the study: methods of analysis and synthesis; comparison and generalization. The study results. The article is devoted to the funct

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8

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

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

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9

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

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

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10

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

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

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11

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

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

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12

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

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

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13

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

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Анотація:

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

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14

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

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Анотація:

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

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15

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

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Анотація:

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

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16

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

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

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17

MARTSYNOVSKYI, V. V. "Stages of formation of a complex of integrated marketing communications at enterprises in Ukraine." Market Relations Development in Ukraine 140, no. 12(271) (2024): 87–91. https://doi.org/10.5281/zenodo.10664552.

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Анотація:

The subject of the research is the processes and mechanisms of forming a complex of integratedmarketing communications (CIMC) at Ukrainian enterprises.The purpose of writing the article is to investigate modern approaches to forming CIMC with afocus on the Ukrainian context, emphasizing strategic planning and the implementation of innovativepractices.The methodology of the study includes methods of data analysis and synthesis, comparison, andgeneralization of information. A practical application method was also used.The study results. The essence of the four key stages of a complex of integrat

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18

MARTSYNOVSKYI, V. V. "Use of SAAS and other artificial intelligence–based tools to improve the efficiency of integrated marketing communications." Market Relations Development in Ukraine 105, no. 11(270) (2024): 74–91. https://doi.org/10.5281/zenodo.10528705.

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Анотація:

The subject of research is artificial intelligence (AI) tools that can be used for the purposes of thecomplex of integrated marketing communications (CIMC).The purpose of research is to confirm the hypothesis of the priority role of artificial intelligence (AI)tools in the context of the effectiveness of the integrated marketing communications complex fromthe perspective of Ukrainian companies (companies in the IT services segment in particular) in 2023.The study also aimed to develop a classification of AI tools by functional categories and evaluate theireffectiveness in terms of time, budget

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19

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

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Анотація:

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

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20

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

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Анотація:

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

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21

Овчинников, Д. С. "Модели управления бизнес-коммуникациями: классические подходы и современные тенденции". Industrial Economics, № 4 (10 червня 2025): 102–8. https://doi.org/10.47576/2949-1886.2025.4.4.014.

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Анотація:

В статье рассматриваются основные модели коммуникации, как классические, так и современные подходы к управлению коммуникациями. Среди классических моделей подробно рассматриваются модели Шеннона-Уивера, Берло и Лассуэлла. Подробно описана структура каждой модели, отмечены их преимущества и недостатки. Также рассматриваются современные подходы к управлению коммуникациями, которые включают использование интегрированных маркетинговых коммуникаций, различных моделей цифровой коммуникации и Agile-коммуникаций. Подробно описаны основные принципы интегрированных маркетинговых коммуникаций, их недоста

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22

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

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Анотація:

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

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23

Palazzo, Maria, Pantea Foroudi, Philip J. Kitchen, and Alfonso Siano. "Developing corporate communications: insights from the Italian scenario." Qualitative Market Research: An International Journal 23, no. 3 (2020): 407–26. http://dx.doi.org/10.1108/qmr-12-2017-0185.

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Purpose Based on the managerial perceptions from large firms, this paper aims to explore the emergence, growth and importance of corporate communications and how it is evolving and creating competitive advantage for Italian firms. Design/methodology/approach A qualitative approach is deployed, comprising in-depth interviews with senior managers from Italian corporations from a broad spectrum of industries, including: energy, telecommunications, automotive, transport, retail chain, appliances, technology and engineering, private shipping, government-owned holdings, marketing consultancy and con

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24

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

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Анотація:

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

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25

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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Анотація:

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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26

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

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

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27

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

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

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28

Lestari, Mita Dwi, and Moh Agung Surianto. "Analisis Analisis Strategi Implementasi Integrated Marketing Communication Di PT BPW Shafira Lintas Semesta." Jurnal Mahasiswa Manajemen 4, no. 01 (2024): 29. https://doi.org/10.30587/mahasiswamanajemen.v4i01.6523.

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Анотація:

Background – The use of integrated marketing communication strategies has become increasingly important in today's business world to achieve consistent and effective communication goals. PT. BPW Shafira Lintas Semesta conducted this research to analyze the implementation strategy of integrated marketing communication they utilize. In the complex business environment, understanding how various marketing elements interact with each other can be a key to success. Aim – The objective of this research is to analyze the implementation strategy of integrated marketing communication conducted by PT. B

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29

Lyubanova, Tatiana, Valery Lisitsin, Lidia Shcherba, and Yulia Oleynikova. "Existentialism of Engineering Marketing and Technological Entrepreneurship in Large Agricultural Enterprises." E3S Web of Conferences 273 (2021): 08030. http://dx.doi.org/10.1051/e3sconf/202127308030.

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The authors introduce their vision of modern world understanding by the managers and engineering staff of agricultural enterprises in the era of total communications and digitalization of agriculture, referring to the “seventh sense” as a fundamental instinct for comprehension of reality and existence which places human at the centre. In the technical age, engineering marketing is crucial in terms of perception of innovation technology advantages for development of a new entrepreneurial way of thinking, especially for engineers, given their significant participation in commercial projects of a

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30

Sheviakov, Yurii I., Olena M. Krasnonosova, Nataliia V. Kononova, and Viktoriia Ye Aleksandrova. "Formation of Marketing Communications Instruments for the Promotion of Educational Products." Business Inform 8, no. 559 (2024): 452–58. http://dx.doi.org/10.32983/2222-4459-2024-8-452-458.

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Анотація:

Modern progress in technological development and the emergence of innovative products in the field of digitalization have contributed to the emergence of new organizational capabilities and instruments in the field of communications. The progress of innovative development in the field of digital technologies opens up wide opportunities for their use for the exchange of information in the field of economic education. The emergence of new digital methods of communication provides wider opportunities for the use of new forms for the exchange of information in the field of education. The aim of th

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31

I. Novytska. "Digital Marketing as a Technology for Promotion of Organic Products." Herald of the Economic Sciences of Ukraine, no. 2(37) (December 23, 2019): 196–200. http://dx.doi.org/10.37405/1729-7206.2019.2(37).196-200.

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The article highlights the use of digital marketing as an opportunity for modern promotion of organic products, which should turn into a complex of multidirectional components, such as: a deep study of the online audience, its behavioral component; Engaging all possible audience segments immersion of production employees in digital communication with the consumer; organization of interaction with the potential consumer. Digital technology provides an integrated approach to promoting organic products in the digital environment, also encompassing offline consumers using mobile phones and other d

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Timoshenkov, I. V., and A. G. Denysova. "HE CONTENT AND PECULIARITIES OF ADVERTISING UNDER THE CONDITIONS OF GLOBALIZATION." Vìsnik Marìupolʹsʹkogo deržavnogo unìversitetu. Serìâ: Ekonomìka 11, no. 21 (2021): 34–40. http://dx.doi.org/10.34079/2226-2822-2021-11-21-34-40.

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The paper summarizes modern views of scientists and marketing practitioners on the content and functions of advertising; changes in the forms and mechanisms of advertising communications are analyzed; characteristics and priority tasks of advertising intelligence under the conditions of globalization and development of modern information and communication technologies are determined. It is demonstrated that proceeding from the content and specifics of theoretical paradigms of advertising, which determined the general attitude of scientists to the analysis of advertising, in the dynamics of mod

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Zhuravleva, Lyudmila Anatol'evna. "Agroindustrial complex: problems and instigating trends." Сельское хозяйство, no. 1 (January 2021): 22–28. http://dx.doi.org/10.7256/2453-8809.2021.1.36191.

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The article analyzes the current problems, functional strategies and instigating trends of the agroindustrial complex. The author describes the possible ways of solving problems and considers the prospects for the development of small-scale enterprises based on the existing government support programs for rural areas. Among the most acute problems for the successful development of farms, the author identifies the following groups of problems: 1. Economic problems: rising prices for fuels and lubricants; the volatility of the ruble exchange rate; the constant increase in tariffs for gas, electr

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

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

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VUKASOVIC, Tina, and Jasna RAJER. "THE PLAN OF INTEGRATED MARKETING COMMUNICATION WITH EMPHASIS ON DESIGNING A STRATEGY FOR THE BRAND X." Modern Management Review 29, no. 2 (2024): 65–84. http://dx.doi.org/10.7862/rz.2024.mmr.10.

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Purpose: The article discusses the plan of integrated marketing communication with an emphasis on designing a strategy for the brand X. Marketing communication is one of the key elements of strategic marketing, as it has a significant impact on the recognition and success of a company or brand. It should be emphasized that in the era of information technology, information overload, and increasing consumer demands, the concept of marketing communication is much more complex than simply informing target customers about the existence of a product or service. Methodology: The quantitative research

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

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

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Annisa, Maharani, and Hudrasyah Herry. "Proposed Marketing Strategy for Honda WR-V to Improve Brand Awareness and Customers' Purchase Intention in Central Java and Yogyakarta." International Journal of Current Science Research and Review 06, no. 03 (2023): 1890–96. https://doi.org/10.5281/zenodo.7700594.

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<strong>ABSTRACT: </strong>Honda WR-V was officially launched in Indonesia in November 2022. This Small SUV car is now being promoted around Indonesia, including Central Java and Yogyakarta area. As a new released car, this car should be promoted routinely by the company who represents Honda for Central Java and Yogyakarta. However, that did not seem to be the case as the company was focused on other unit marketing campaign and only relied on uploading simple social media content as well as displaying the car in dealers’ exhibitions. The company’s marketing team needed to create a

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Shupyk, S. "Complex systems of management of marketing activity of meat farming enterprises." Ekonomìka ta upravlìnnâ APK, no. 2 (143) (December 27, 2018): 67–77. http://dx.doi.org/10.33245/2310-9262-2018-143-2-67-77.

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The components of marketing management are systematized and definitions of th econcept of marketing management in the Ukrainian and foreign scientific literature are generalized. The components of marketing management at three levels of the organization a structure represented. The components of the marketing management process are presented: the mission of the enter prise; establishment of marketing objectives; collection, analysis and processing ofi nformation for the purpose of analyzing market opportunities (4C: company, context, client, competitors); identification of strengths and weakne

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Tedjakumala, Ingrid, Ninis Agustini Damayani, Deddy Mulyana, and Susie Perbawasari. "Folklore, Branding, and Social Media: A Multifaceted Communication Approach to Marketing in Indonesia." Jurnal Komunikasi 16, no. 2 (2024): 462–74. https://doi.org/10.24912/jk.v16i2.31787.

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This research examines in depth the complex relationship between folklore, branding and social media in Indonesia. Folklore, as an integral part of cultural heritage, has great potential in marketing communications, but this potential has not been fully explored in a modern context. This research will examine how folklore narratives, which are full of cultural values, local wisdom and the history of Indonesian society, can be adapted and integrated into digital marketing content. With the aim of creating brand stories that are not only informative, but also touch consumers' emotions, building

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

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

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Logosha, Roman, and Lyudmila PRONKO. "MARKETING MANAGEMENT IN THE MANAGEMENT SYSTEM OF AGRICULTURAL ENTERPRISES." 3, no. 3(61) (December 23, 2022): 77–91. http://dx.doi.org/10.37128/2411-4413-2022-3-5.

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The article carries out an epistemological analysis of the author's interpretations of the essence of marketing management according to the selected conceptual approaches, which has made it possible to establish that the set of interpretations of such a complex economic category is different, which depends on the main components of the system, which in a certain period of time form its influence on the activities of agricultural enterprises. The subject, purpose, tasks, functions and tasks of marketing management of agricultural enterprises are defined. The author’s definition of marketing man

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Yu, Chunyang, and Chonlavit Sutunyarak. "A Development Model of the Impact of Social Media on the Emerging Era of Interactive Learning in Sichuan Province, China." International Journal of Religion 5, no. 10 (2024): 2660–79. http://dx.doi.org/10.61707/mscdds91.

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This study explores the determinants of teachers’ work performance using social media, drawing on media synchronicity theory (MST), social capital theory (SCT), and integrated marketing communications (IMC) Theory. A comprehensive survey was administered to 622 faculty members across ten prominent universities in Sichuan Province, China, using a 7-point Likert scale for response measurement. Data were collected via structured questionnaires and analyzed using structural equation modeling (SEM). The findings indicate that online communication, information transfer, resource exchange, and social

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Pandjaitan, Rosmawaty Hilderiah. "The Social Media Marketing Mix Trends in Indonesia for 2024: Communication Perspective." Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 9, no. 1 (2024): 251–69. http://dx.doi.org/10.25008/jkiski.v9i1.1005.

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Background: 86% of marketers believe social media marketing mix trends have influenced their profits. This condition significantly changes the business world and offers integrated marketing communications strategy options.This is a qualitative research in the interpretive paradigm. Using netnography or virtual ethnography or digital ethnography methods, this research attempts to explore and analyze the complex meaning of Indonesia's latest social media statistical data, compiled from We Are Social and The Global Statistics. We support data from Pew Research Center, Statista, Deloitte, Forbes,

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Mehmedov, M. "Marketing and logistics – two sides of customer/consumer satisfaction." E3S Web of Conferences 376 (2023): 04025. http://dx.doi.org/10.1051/e3sconf/202337604025.

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Marketing and logistics are closely linked and represent a single complex that contributes to meeting needs. The marketing component is focused on determining the need itself, so what consumers want, and the logistics component gives an answer to the question of how the consumer will receive the desired product, and with minimal costs, in a convenient place and at the right time. The main tasks that marketing is designed to solve are: a detailed analysis of needs, an analysis of the market situation, the development of products that the consumer currently needs, the development of strategies f

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Malec, Małgorzata, and Lilianna Stańczak. "Commercialization Processes of Innovative Solutions Developed at the KOMAG Institute – Thresholds and Barriers." Multidisciplinary Aspects of Production Engineering 4, no. 1 (2021): 266–80. http://dx.doi.org/10.2478/mape-2021-0024.

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Abstract Commercialization processes of research and development project results are costly and risky. That is why it is indispensable to analyze all the advantages and disadvantages very thoroughly as well as to identify potential risks and barriers which may emerge during commercialization processes of innovative solutions. The Authors presented in the article the results of their research work results oriented onto an identification potential barriers based on analyses of case studies carried out according to the Integrated Commercialization Model (ICM), developed by them. They highlighted

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MUCHE, FF, Dr. HANEKOM. J, and Dr. SWART. C. "Towards Transforming Digital Interaction with Visitors of the Livingstone Museum, Zambia: A Digital Marketing Communication Approach." International Journal of Social Science and Economic Research 09, no. 12 (2024): 5689–708. https://doi.org/10.46609/ijsser.2024.v09i12.004.

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The prominence of digital marketing communication (DMC) in the fields of Marketing Communication and Integrated Marketing Communication (IMC) is a result of the rapid technological advancements and digitalisation in the Fourth Industrial Revolution (4IR). Though recognised in extant literature, the application of DMC, in the context of museums, is scant. The Livingstone Museum in Livingstone, Zambia, a well-known tourist destination, was the focus of this investigation. The main research objective was to recognise the significance of digital advances and their importance for cultural instituti

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Hadzhi, Kerimova Minure, Gurbanova Xatira Vali, Mammadova Ayshan Viladdin, et al. "MARKETING STRATEGY AS A KEY FACTOR OF INNOVATIVE PRODUCTS' MARKET DEVELOPMENT." Journal of Law and Sustainable Development 12, no. 7 (2024): e3755. http://dx.doi.org/10.55908/sdgs.v12i7.3755.

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Objective: The article is devoted to the topical issue of marketing policy and the role of a properly constructed marketing strategy in developing the market for innovative products. Methods: Scientific and economic methods such as analysis, synthesis, generalization, complex and systematic approach were preferred in the research process. In summarizing the characteristics of theoretical and methodological approaches, in defining more progressive methods, scientific works of Azerbaijani and foreign scientists in the modern era, methodological materials of scientific-research institutes and int

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Птащенко, Олена Валеріївна, Сергій Олександрович Родіонов та Яна Миколаївна Кущ. "ВПЛИВ ІНФОРМАЦІЙНИХ ТЕХНОЛОГІЙ НА ПРОЦЕС МІЖКУЛЬТУРНОЇ КОМУНІКАЦІЇ В АСПЕКТІ РОЗВИТКУ МІЖНАРОДНОГО МАРКЕТИНГУ ТА ГЛОБАЛІЗАЦІЙНИХ ПРОЦЕСІВ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 125, № 4 (2019): 92–101. http://dx.doi.org/10.30857/2413-0117.2018.4.9.

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Mass media globalization as part of the global informatization process encourage separate research endeavors, further explanation and analysis for a number of reasons, in particular, due to its scale, consequences and perspectives of the complex and dominant economic impact on all aspects of the economy as well as on humanitarian domain of social life. In modern realia, a generally accepted understanding of information technology has emerged, i. e. being a set of methods and software tools that are integrated into a technological chain to ensure the information accumulation, processing, storag

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Chystiukhina, Anastasiia. "PECULIARITIES OF MARKETING AND BRANDING IN THE CONFECTIONERY AND CAFE INDUSTRY." American Journal of Interdisciplinary Innovations and Research 6, no. 10 (2024): 28–35. http://dx.doi.org/10.37547/tajiir/volume06issue10-04.

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The purpose of this article is to determine the essence and theoretical features of marketing and branding in the confectionery and cafe industry, as well as the challenges associated with marketing activities in these establishments. The main research methods used in the article include induction, synthesis, analysis, comparison, and generalization. The specific features of marketing activities in confectioneries and cafes have been identified. The impact of marketing efforts on service delivery in these establishments has been studied. Key problems arising from marketing activities and brand

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Цаболова, О. Р., А. Е. Фирсова та Ю. О. Цунаева. "ПОНЯТИЕ, СУЩНОСТЬ РЕКЛАМНОГО ПРОЦЕССА И ЕГО МЕСТО В КОМПЛЕКСЕ СРЕДСТВ МАРКЕТИНГОВЫХ КОММУНИКАЦИЙ ПРИ СТРАТЕГИЧЕСКОМ УПРАВЛЕНИИ В ГОСТИНИЧНЫХ ПРЕДПРИЯТИЯХ". Прогрессивная экономика, № 3 (20 березня 2025): 19–30. https://doi.org/10.54861/27131211_2025_3_19.

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В статье рассматривается роль и значение рекламного процесса в системе маркетинговых коммуникаций гостиничных предприятий. Особое внимание уделяется определению понятия рекламного процесса и его ключевым компонентам. Авторы анализирует сущность понятия реклама различных авторов и место рекламы в комплексе маркетинговых коммуникаций, подчеркивая её взаимосвязь с другими элементами продвижения гостиничных услуг. Детально раскрывается влияние рекламного процесса на формирование стратегического портфеля в сфере гостиничного бизнеса. Также рассматриваются различные виды стратегий развития предприят

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