Prospects of the Marketing Communication Development of Trade Enterprises in Current Conditions

Kovalchuk Svitlana (), Tsurska Bohdana (), Nianko Vitalii (), Katkova Tetiana () and Baran Rostyslav ()
Additional contact information
Kovalchuk Svitlana: Doctor of Economic Sciences, Professor, Khmelnytskyi National University, 11 Instytutska Str., Khmelnytskyi, 29016, Ukraine
Tsurska Bohdana: Senior Lecturer, Khmelnytskyi National University, 11 Instytutska Str., Khmelnytskyi, 29016, Ukraine
Nianko Vitalii: PhD in Economics, Associate Professor, Khmelnytskyi National University, 11 Instytutska Str., Khmelnytskyi, 29016, Ukraine
Katkova Tetiana: PhD Student, Khmelnytskyi National University, 11 Instytutska Str., Khmelnytskyi, 29016, Ukraine
Baran Rostyslav: Doctor of Economic Science, Associate Professor, Ivano-Frankivsk Education and Scientific Institute of Management West Ukrainian National University, 32 Dniester Str., Ivano-Frankivsk, 76000, Ukraine

Management Theory and Studies for Rural Business and Infrastructure Development, 2022, vol. 44, issue 2, 201-208

Abstract: Within the article, the main directions of the marketing communication development of trade enterprises are analyzed. The purpose of the article is to substantiate the prospects for the development of marketing communications of commercial enterprises in modern conditions of development, taking into account trends in the digitalization of economic processes. The methodological basis for the study of prospects for the development of marketing communications of commercial enterprises is a comprehensive approach that includes systems and processes. The use of a systems approach makes it possible to explore the components of marketing communications as part of a general system that can give a result greater than the individual components of this system, as well as to justify the recurrent relationship of functional dependence of marketing communications. The main components of marketing communications are identified. It is substantiated that marketing communications should be considered not only in terms of the use of appropriate tools, but also take into account the information component of sales channels. The subsystems of the marketing communication environment that promote information exchange between consumers and enterprises in the formation of effective interaction are studied. Recommendations for the application of omnichannel strategy of the marketing communication development of commercial enterprises have been proposed. The expediency of introduction of the client-oriented approach taking into account current conditions of functioning of trade enterprises is substantiated. It was found that for the effective functioning of commercial enterprises it is necessary to apply a combined approach, which includes both omnichannel and traditional sales channels. To assess the effectiveness of the system of omnichannel marketing communications of a commercial enterprise, it is proposed to use a recurrent ratio.

Keywords: marketing communications; trade enterprises; strategy; sales channels; directions (search for similar items in EconPapers)
JEL-codes: O1 O2 O4 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.15544/mts.2022.21 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:mtrbid:v:44:y:2022:i:2:p:201-208:n:12

DOI: 10.15544/mts.2022.21

Access Statistics for this article

Management Theory and Studies for Rural Business and Infrastructure Development is currently edited by Rasa Pakeltienė

More articles in Management Theory and Studies for Rural Business and Infrastructure Development from Sciendo
Bibliographic data for series maintained by Peter Golla ().