scholarly journals FORMATION OF MARKETING COMMUNICATIVE POLICY OF TOURIST ENTERPRISES IN THE CONDITIONS OF DIGITAL COMMUNICATIONS DEVELOPMENT

2021 ◽  
pp. 80-89
Author(s):  
Rostyslav Baran
Keyword(s):  
Behavior Management ◽  
Information Technologies ◽  
Digital Communication ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Communication Policy ◽  
Information Economy ◽  
Information And Communication ◽  
Tourism Enterprises ◽  
Definition Of

Introduction. The development of modern information technologies of communication significantly influence the formation of approaches to the implementation of marketing communication policy of tourism enterprises. The intensification of quarantine measures in connection with the COVID-19 pandemic has accelerated the process of digitization of marketing communications, and thus accumulated the process of transformation of traditional marketing communications channels. Purpose. Conceptual understanding of the components of marketing communication policy of tourism enterprises in the system of digital communication, definition of successive stages of its formation and specification of the main directions and tasks of its implementation. Method (methodology). The theoretical and scientific-methodological basis of the study were the provisions of the concept of digital and information economy. In the course of research such methods and approaches as logical generalization and synthesis are used for formation of the basic conclusions and offers of research; graphic – visualization of the results of identification of the main directions and tasks of formation of marketing communicative policy of tourist enterprises in the conditions of development of digital transformations. Results. In the article it is defined the elements of the system of formation of marketing communication policy of tourism enterprises. Among them are the elements of communication policy, communication subjects, data distribution channels, elements of information and communication system, mechanism of information and communication policy management of tourist enterprises. The sequence of marketing communication policy of tourism enterprises in the system of digital communication involves stages: planning to address the audience; control of the processes of bringing information (adjusting the appeal if necessary) to the target audience; receiving feedback from the audience, data processing, development and decision-making; analysis of penetration depth and communication efficiency; differentiation of communication functions for the most qualitative influence on consumer behavior; management of interactive marketing in the system of communications with government agencies, the public sector and the business audience. The directions and tasks of formation and realization of the Internet marketing communicative policy of the enterprises of tourism in the context of key subjects of digital interaction are formed.

scholarly journals Adaptation of the marketing communication policy of trade enterprises to the conditions of the COVID-19 pandemic

2021 ◽  
Author(s):  
Oleh Burdyak ◽  
Irуna Cherdantseva
Keyword(s):  
Retail Trade ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Retail Market ◽  
Purchasing Behavior ◽  
Communication Policy ◽  
Delivery Services ◽  
Key Indicators ◽  
The Cost

The article discovers the nature and significance of the complex of marketing communications in the market activities of trade retail enterprises of Ukraine and analyzes the features and key indicators of the development of the food retail market in recent years. Based on the results of a consumer survey and statistics on the cost of marketing communications of enterprises in 2020, individual changes in customer purchasing behavior caused by quarantine restrictions imposed due to the COVID-19 pandemic are characterized. Among these changes, attempts to reduce the number of visits and minimize the time spent in the store are highlighted, an increase in the volume of simultaneous purchases of "necessary" goods and a decrease in the number of spontaneous and unplanned purchases, a change in priorities regarding store formats and their remoteness, an increase in the popularity of online shopping and delivery services, and so on. The influence of the identified changes on the attitude of customers to marketing communications of retail trade entities is determined and possible directions for adapting the communication policy of enterprises to work in quarantine conditions are indicated. In particular, the possibilities of adapting individual advertising tools at the place of sale, advertising in social media and instant messengers, sales promotion measures, commercial propaganda and sponsorship are defined.

scholarly journals TRANSFORMATION OF TOURISM AND RECREATIONAL SERVICES IN CONDITIONS OF DIGITALIZATION

2020 ◽  
Vol 4 ◽  
pp. 51-56
Author(s):  
Алла Юрьевна Баранова ◽  
◽  
Елена Константиновна Воробей ◽  
Keyword(s):  
Information Technologies ◽  
Scientific Literature ◽  
Virtual Tour ◽  
Travel Planning ◽  
Virtual Tourism ◽  
Recreational Services ◽  
Information And Communication ◽  
New Type ◽  
Definition Of ◽  
Recreation Organizations

After the advent of the Internet, travel planning has become not only relevant, but also a visual process. Potential tourists book hotels, studying their interior in advance; familiarize themselves with places of recreation and infrastructure of the receiving destination, without leaving the house.; comparing prices; study the feedback of visitors. The modern tourism business is forced to increasingly use information and communication tools in competition for the client. In the scientific literature, the concepts of “virtual tourism” and “virtual tour” are increasingly appearing, and the authors of the articles justify their advantages. Based on a study of publications, it was revealed that Russian economists consider virtual tourism as a new type of tourism, foreign authors use the concepts of “virtual tour” and “virtual reality” more. The development of information technologies takes tourism and recreation organizations to a new level of development. The purpose of the article is to determine the essence of virtual tourism: this is a new type of tourism, innovations in tourism in the context of digitalization or another worldview. This study, conducted by us, will allow us to revise the approach to the traditional definition of “tourism,” which is legally entrenched in Russian practice.

scholarly journals Crowdsourcing as an Effective Marketing Communication Technology in Innovative Development of Enterprises

2019 ◽  
Vol 8 (11) ◽  
pp. 3816-3822
Keyword(s):  
Information And Communication Technologies ◽  
Information Technologies ◽  
Communication Technologies ◽  
Innovative Development ◽  
Marketing Communication ◽  
Use Of Resources ◽  
Support For Innovation ◽  
Information And Communication ◽  
The Individual ◽  
Innovation Processes

The use of marketing communication technologies in the innovative development of enterprises creates appropriate conditions and mechanisms that will stimulate innovative activity and the introduction of its results into the economic practice of enterprises. There are considered in the article the most modern and one of the most optimal technologies for today - the use of existing potential, which is human intelligence. The proposed crowdsourcing technology is based on the use of resources (potential, group intelligence, the principles of self-expression and self-realization of the individual) using information and communication technologies that are suitable for solving important problems of the socio-economic development of enterprises, including innovative ones. A prerequisite for the use of crowdsourcing as a factor in the successful innovation development of enterprises is the spread of modern information technologies and the possibility of their use by participants in innovation processes. Crowdsourcing can become a radical method of producing and commercializing innovation products without significant investments in the conditions of insufficient financial support for innovation processes.

Using a Use Case Methodology and an Architecture Model for Describing Smart City Functionalities

2019 ◽  
pp. 411-429
Author(s):  
Marion Gottschalk ◽  
Mathias Uslar
Keyword(s):  
Information And Communication Technologies ◽  
Smart City ◽  
Information Technologies ◽  
City Planning ◽  
Communication Technologies ◽  
High Energy ◽  
Information And Communication ◽  
Seamless Connection ◽  
Definition Of ◽  
Smart Traffic

The development of complex software and hardware systems has increased in recent years. One reason is the continuous development in information and communication technologies sectors that enable a smooth and seamless connection of single components or systems. Another reason is the changed way of life, e.g. urbanization leads to new challenges in city planning to deal with large crowds, high-energy consumption, or big garbage quantities. The future or rather present city planning focuses on the concept of these complex systems (alias smart city). Information technologies interconnect smart city components and enable several smart city sub-systems like smart grid, smart building, supply/waste management, smart traffic, smart government etc. A definition of component functionalities and interfaces is needed to demonstrate their interconnections and information flow. Therefore, alternative techniques can be utilized to specify these both component and system requirements.

Using a Use Case Methodology and an Architecture Model for Describing Smart City Functionalities

2016 ◽  
Vol 12 (2) ◽  
pp. 1-17 ◽  
Author(s):  
Marion Gottschalk ◽  
Mathias Uslar
Keyword(s):  
Information And Communication Technologies ◽  
Smart City ◽  
Information Technologies ◽  
City Planning ◽  
High Energy ◽  
Architecture Model ◽  
Information And Communication ◽  
Seamless Connection ◽  
Definition Of ◽  
Smart Traffic

The development of complex software and hardware systems has increased in recent years. One reason is the continuous development in information and communication technologies sectors that enable a smooth and seamless connection of single components or systems. Another reason is the changed way of life, e.g. urbanization leads to new challenges in city planning to deal with large crowds, high-energy consumption, or big garbage quantities. The future or rather present city planning focuses on the concept of these complex systems (alias smart city). Information technologies interconnect smart city components and enable several smart city sub-systems like smart grid, smart building, supply/waste management, smart traffic, smart government etc. A definition of component functionalities and interfaces is needed to demonstrate their interconnections and information flow. Therefore, alternative techniques can be utilized to specify these both component and system requirements.

IMPROVING THE COMMUNICATION POLICY INDIVIDUAL KULCHYTSKYI K.V. (COFFEE HOUSE No1)

2017 ◽  
Author(s):  
Rafaela Znachek ◽  
◽  
Iryna Muntian ◽  
Olena Kniazieva ◽  
◽  
...  
Keyword(s):  
Information Technologies ◽  
Rapid Development ◽  
Marketing Communications ◽  
High Tech ◽  
Market Demand ◽  
Industrialized Countries ◽  
Communication Policy ◽  
Effective System ◽  
Key Factor ◽  
Post Industrial

Further development of the market processes in Ukraine, creating prerequisites for its successful integration into the global economic community requires significant changes in determining the priority forms, methods and directions of economic activity. The beginning of the XXI century is characterized by fundamental changes in the economy of Ukraine, which significantly affect the principles of its functioning. Today our country is moving towards an informational, post-industrial stage of the society development, where information is becoming one of the priority types of the resources. According to the domestic and foreign experts, industrialized countries lose up to 10% of their national product annually due to a lack of necessary information. As a result, today the availability of information is put forward among the critical factors for the commercial success of business activities and creates prerequisites for winning the competition. In this situation, the entrepreneurs and scientists are of considerable interest to the modern marketing concept of the management and advanced methods and forms of marketing influence on the formation of the market demand and competitive position of the enterprise. In the context of the growing role of non-price forms of the competition, the rapid development of the information technologies, an effective system of marketing communications is becoming a key factor in ensuring the competitiveness of many enterprises both in the domestic and international markets. It is a complex and dynamic process characterized by an increase in the use of various communication tools, the emergence of new tools for the information impact. The key to the success of a high-tech enterprise in the market is its competence to optimally organize the interaction of many elements of this system, determine the most forceful and effective types of marketing communications and the ability to effectively manage them.

scholarly journals ANALYSIS OF KEY ELEMENTS OF INFORMATION ECONOMICS IN XXI CENTURY

2018 ◽  
pp. 29-36
Author(s):  
Yuri Evgenievich Taran
Keyword(s):  
Information And Communication Technologies ◽  
Information Transfer ◽  
Information Technologies ◽  
Network Effects ◽  
Business Processes ◽  
Information Economics ◽  
Communication Technologies ◽  
Information Economy ◽  
Information And Communication ◽  
Business Entities

The modern economy is based on information technologies that generate network effects and new opportunities for businesses and consumers. In information economy key elements are: intellectual knowledge, information transfer through information and communication technologies, as well as remote activities of independent employees. Structural forms of businesses are transformed into flexible systems able to react quickly to external changes. There take place the redistribution of production capacities and transfer of nonspecialized activities (accounting, legal support, marketing, advertising, etc.) to outsourcing or freelancing. Effective use of the latest techniques in business causes increase of competition. Business entities that use these techniques have an opportunity to overtake big corporations on many factors. But, despite the objective advantages of modern information and communication technologies, not all managers are ready to accept new conditions and are still influenced by the classical management of XX century. Classical management laid the foundation for further development of methods and principles of interaction between participants of business processes. However, currently, the main problem is incompatibility of traditional methods of managing enterprises with the methods used in the information economy. Consumers have got an access to information that was previously either too difficult to get, or prohibited. Manipulating the obtained data on prices and properties of goods, buyers have an impact on producers, pushing them to greater openness and loyalty. As a consequence, new forms of interaction are emerging in economic systems, which are poorly understood at the moment, but whose effectiveness has already been proven in practice.

scholarly journals The Peculiarities of Modern Methods of Marketing Communication Policy Application by Enterprises

2020 ◽  
Vol 23 (1) ◽  
pp. 169-173
Author(s):  
Oleksandr Pomaz ◽  
◽  
Tetiana Voronko-Nevidnycha ◽  
Vladuslav Dereza ◽  
Artem Mykhailyk ◽  
...  
Keyword(s):  
Marketing Communications ◽  
Dominant Factor ◽  
Modern World ◽  
Business Practices ◽  
Marketing Communication ◽  
Communication Policy ◽  
Modern Methods ◽  
Business Entities ◽  
The Impact ◽  
Communications System

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 domestic enterprises have been highlighted. It has been determined that the effective application of the communication policy of business entities becomes more important due to the increasing level of competition, the spread of globalization processes in the modern world, the impact of the pandemic, etc. As a result, communications are becoming almost the main driver of business growth. The main tasks of the marketing communications system and their functions have been described. The relevance of both traditional and new methods of using marketing communication tools has been proved. In particular, among modern methods of marketing communication policy, which have found application in the business practices of the leading companies, are specified: Internet marketing, event marketing; holistic (comprehensive, integrated) marketing; story-telling (technology to create a story and transmit the necessary information by using it); tryvertising (the consumer can first try a product and then buy it) sensitive marketing; identification marketing (based on the features of the brand), input or involving marketing (sending out content useful to the target audience through a blog or e-mail); impact marketing, etc. The need to develop marketing communications management was noted. Conclusions. It has been substantiated that enterprises need to constantly respond to the existing customer expectations that are a dominant factor in the success of the products (works, services) sale by effectively applying the marketing communications system. Keywords: communication; marketing communication; agrarian enterprise; promotion; communication policy.

scholarly journals IMPLEMENTATION OF TOOLS OF MARKETING COMMUNICATION UNDER CRISIS CONDITION

2020 ◽  
Vol 288 (6) ◽  
pp. 125-129
Author(s):  
S. Kovalchuk ◽  
◽  
B. Tsurska ◽  
Keyword(s):  
Environmental Variability ◽  
Real Income ◽  
Retail Trade ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Communication Policy ◽  
Global Pandemic ◽  
Consumer Prices ◽  
The World ◽  
The Impact

The world is experiencing an unprecedented crisis. As the situation with COVID-19 continues to unfold, and governments are taking swift action and decisive action to combat this global pandemic, businesses need to constantly rethink their choices and priorities. It is rare to see the whole world come together to overcome a common problem. It’s global, it’s open, and it can affect every business and every person. During the crisis, people turn to institutions for advice, reassurance and information. Increasingly, they are also looking at trading companies. In today’s environment of high uncertainty, rapid environmental variability and tight budget constraints, all market participants are forced to look for non-standard solutions for effective promotion strategies. The priority measures of anti-crisis marketing activities are marketing communications. They play an important role in shaping consumer choices. This choice applies not only to the product or service, but also to the management of messages and goals. Given the role of information in modern retail, it is advisable to analyze the features and essence of modern tools of marketing communications, the impact of the global crisis on the field of marketing communications. The urgency of the study is caused by the high degree of uncertainty in the market situation due to the global pandemic around the world. The Ukrainian market, contrary to foreign countries, is not adapted to such conditions. The article identifies the feasibility of using marketing communication tools to ensure consumer awareness of retail businesses. The regional structure of retail trade turnover, the change of real income volume of the population, as well as the change in consumer prices in Ukraine are analyzed. The expediency of maximizing attention to the choice of tools for marketing communications policy is explained. The difficulties of traditional tools implementation in marketing communications during crisis are investigated. The necessity of redistribution of the marketing budget with receiving the maximum result is defined. In the future, the results of this study can be used in the theory of marketing communication policy of enterprises in order to develop measures to improve its effectiveness in times of crisis.

Transformation of the intellectual capital structure and a growth in the significance of its components – human capital and intellectual property – in today's economy

2020 ◽  
Vol 16 (4) ◽  
pp. 745-758
Author(s):  
S.N. Larin ◽  
E.Yu. Khrustalev ◽  
N.V. Noakk
Keyword(s):  
Human Capital ◽  
Economic Development ◽  
Intellectual Property ◽  
Intellectual Capital ◽  
Global Economy ◽  
Information Technologies ◽  
Economic Community ◽  
Intellectual Activity ◽  
Accelerated Growth ◽  
Definition Of

Subject. Currently, as the global economy evolves, its innovative components should demonstrate a tendency of accelerated growth as intellectual capital, information technologies, increasing knowledge and digitization of mushrooming production processes. Nowadays, intellectual capital is one of the economic development drivers. However, the economic community is found to have no generally accepted wording of the concept, thus laying the basis for this article. Objectives. The study sums up the analysis of approaches used by the Russian and foreign economists to determining the economic substance of intellectual capital. We also identify the importance of human capital as its components and specify the definition of the concept. Methods. The article overviews and analyzes proceedings by the most renowned authors, which substantiate how the economic substance of intellectual capital should be unveiled, and suggest its definitions. Results. We specified the definition of intellectual capital concerning the current economic development. We suggest integrating a new component into intellectual capital, such as intellectual property, which includes products of intellectual activity and intangible assets. They can be owned by the entity or other legal entities and individuals, including some employees of the entity. Conclusions and Relevance. The specified definition of intellectual capital will help address issues of sustainable economic development and ensure the competitiveness of the Russian entities nationwide and worldwide, since it directly contributes to intellectual capital and its components.

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