<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>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.</p>
</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.

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

Senior Lecturer, Khmelnytskyi National University

PhD in Economics, Associate Professor, Khmelnytskyi National University

PhD Student, Khmelnytskyi National University

Doctor of Economic Science, Associate Professor, Ivano-Frankivsk Education and Scientific Institute of Management West Ukrainian National University

Management Theory and Studies for Rural Business and Infrastructure Development

This work is licensed under the Creative Commons Attribution 4.0 International License.

Within the article, the main directions of the marketing communication development of trade enterprises are analyzed. The purpose of the article is to...

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

Publié en ligne: 20 juil. 2022

Pages: 201 - 208

Reçu: 06 mai 2022

Accepté: 11 mai 2022

DOI: https://doi.org/10.15544/mts.2022.21

Mots clés
marketing communications, trade enterprises, strategy, sales channels, directions

© 2022 Svitlana Kovalchuk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

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

Publié en ligne: 20 juil. 2022

Pages: 201 - 208

Reçu: 06 mai 2022

Accepté: 11 mai 2022

DOI: https://doi.org/10.15544/mts.2022.21

Mots clésmarketing communications, trade enterprises, strategy, sales channels, directions

© 2022 Svitlana Kovalchuk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Mots clés
marketing communications, trade enterprises, strategy, sales channels, directions