| dc.contributor.author | Burdyak, Oleh | |
| dc.contributor.author | Бурдяк, Олег | |
| dc.date.accessioned | 2021-11-23T23:58:31Z | |
| dc.date.available | 2021-11-23T23:58:31Z | |
| dc.date.issued | 2020 | |
| dc.identifier.citation | Oleh Burdyak. Marketing communications: innovative approaches to their formation and application tools // Studium Europy Srodkovwej I Wschodniej. Wydawnictwo Wyzszej Szkoly Gospodarki Krajowej w Kutnie. – Nr 14 Grudzien 2020, - 324 p. P. 258-273 http://jcee.wsgk.com.pl/wp-content/uploads/jcee/nr14/jcee_nr_14.pdf | uk_UA |
| dc.identifier.uri | https://archer.chnu.edu.ua/xmlui/handle/123456789/2394 | |
| dc.description.abstract | In this article, the author analyzes the features of the formation of marketing
communications in organizations and modern, innovative approaches; emphasizes that the
innovative approach to communications is based on the idea of communication as a strategic
resource of the organization, the main task of which is to ensure the harmonization and productivity of relationships within the organization and its free entry into the external communication
space. This approach involves the development of new principles for building a communication
system at all levels and stages of enterprise’s activities, in all areas – from the development of
elements of the marketing mix to personnel changes.
The author considers social media to be an integral part and tool of modern marketing
communications, thanks to cooperation with which leading companies attract the attention
of a significant number of new users and strengthen their achievements. Almost 3.5 billion
internet users in the world use social media, and this figure continues to grow. It creates a great
potential for marketers to attract attention of a wide and interested audience to their brand. | uk_UA |
| dc.language.iso | other | uk_UA |
| dc.publisher | Wydawnictwo Wyzszej Szkoly Gospodarki Krajowej w Kutnie. | uk_UA |
| dc.subject | marketing communications, marketing tools, social media, SMM | uk_UA |
| dc.title | Marketing communications: innovative approaches to their formation and application tools | uk_UA |
| dc.type | Article | uk_UA |
