JEL Classification: М30, М37.
Chikalova Anna, post-graduate student of the Department of Marketing, Sumy State University, Sumy, Ukraine
Theoretical and methodological bases of classical and new conceptions of communication policy of enterprise structures
Abstract. Introduction. In modern conditions of economic development of any country, the role of marketing communications involves the search for the most effective methods for their implementation, impact on the potential consumer and maximize the promotion of goods or services in the market.
Purpose. The purpose of the study is to learn, analyze and generalize theoretical knowledge regarding the effective formation of the communications policy of enterprises with the subsequent practical application in the activities of enterprise structures.
Results. The article summarizes theoretical principles of the classical marketing communications policy (MCP) of enterprise structures formation. A comparative analysis of elements of communication tools has been carried out. The newest concepts of marketing communications (MC) are considered, among which the possibility of introducing such tool of marketing communications as virtual exhibitions is analyzed. The methods of optimization of communication policy (CP) of enterprise structures, the transformation of classical concepts and the development of new economic paradigms, namely: an integrated approach, marketing cooperation, relationship marketing, holistic marketing are offered.
The role of marketing communications in the current conditions of the economic development of any country is highly important, and it involves finding the most effective methods for their implementation, impact on the potential consumer and maximizing the advancement of goods or services in the market.
Conclusions. On the basis of the material, we can conclude that at present the use of individual communication policy tools is inadequate. The main emphasis should be done on integration and complexity; on formation of effective cooperation and interactions «producer – consumer»; on the efficiency and relevance of communication activities; on multi-channel influences by attracting social networks and conducting virtual exhibition activities, etc. The introduction of holistic marketing, the integration of the classical model, innovation, and innovative concepts of MCP is relevant at this stage and will contribute to a flexible response to changes in the market mechanism and the strengthening of positions in the market of goods and services.
Keywords: communication policy; business structures; theoretical foundations; promotion of goods (services); new concepts of marketing communications.
References:
- Ryzhkova, Gh. A. (2014), “Current trends and prospects of the further development of marketing communications market in Ukraine”, Ekonomichnyj nobelivsjkyj visnyk, 1 (7), pp. 375-380.
- Lavrova, Ju. V. (2012), Klasychni polozhennja i osobyvosti zastosuvannja na transporti: konspekt lekcij [dlja stud. vyshh. navch. zakl.] [Marketing. Classical ideas and application features in transport: compendium of lectures [for stud. of higher educ. establ.], Yzd-vo KhNADU, Kharkiv, Ukraine.
- Bagiyev, Gh. L., Tarasevich, V. M. and Ann, X. (2001), Marketing [Marketing], Ekonomika, Moscow, Russia.
- Dojlj, P. (2002), Marketing–menedzhment i strategii [Marketing and Management and strategies], 3rd ed, Pyter, St. Petersburg, Russia.
- Noricyna, N. I. (2003), Marketynghova polityka komunikacij [Marketing Communication Policy], MAUP, Kyiv, Ukraine.
- Prymak, T. O. (2004), Marketyngh [Marketing], MAUP, Kyiv, Ukraine.
- Kotler, F. (2005), Marketing menedzhment [Marketing management], 11th ed, Pyter, St. Petersburg, Russia.
- Romanov, A. A. and Panjko, A. V. (2006), Marketingovye kommunikacii [Marketing communications], Eksmo, Moscow, Russia.
- De Pelsmacker, Patrick (2010), Marketing Communications. A European Perspective, Pearson Education Limited.
- Koroljko, V. Gh. (2012), Pablik rilejshnz: naukovi osnovy, metodyka, praktyka [Public relations: scientific basis, methodics and practice], Skarby, Kyiv, Ukraine.
- Pavlenko, A. F. and Vojchak, A. V. (2003), Marketyngh [Marketing], KNEU, Kyiv, Ukraine.
- Bojchuk, I. V. and Dmytriv, A. Ja. (2014), Marketyngh promyslovogho pidpryjemstva [Marketing of entrerprise], Centr uchbovoji literatury, Kyiv, Ukraine.
- Bozhkova, V. V. and Tymokhina, Ja. O. (2013), “Theoretical approaches to marketing communication tools classification”, Naukovyj visnyk Uzhghorodsjkogho universytetu. Serija «Ekonomika», no. 2 (39), part 1, pp. 31–37.
- Vakhovych, I. M. and Vakhovych, V. R. (2017), “Theoretical approaches to formation of communicative enterprise policy”, Ekonomichnyj forum, no. 2, pp. 187-192.
- “Kurs lekcij po marketingu Omskogo gosudarstvennogo tekhnicheskogo universiteta”, available at : http://www.fos.ru/marketing/table2826.html (Accessed 01 August 2018).
- Kotler, F., Keller, K. L. and Pavlenko, A. F. (2008), Marketynghovyj menedzhment [Marketing Management], Vydavnyctvo “Khimdzhest”, Kyiv, Ukraine.
- Illjashenko, S. M. (2008), Marketyngh innovacij i innovaciji v marketynghu [Marketing of innovations and innovations in marketing], VTD «Universytetsjka knygha», Sumy, Ukraine.
Українська