Analysis of marketing activity and communication policy of car service enterprises of Ukraine
Journal Title: Економічний аналіз - Year 2018, Vol 28, Issue 3
Abstract
The effective use of information technology becomes one of the most important factors in the survival of enterprises in the modern hyper-information space in the context of the transformation of economic relations. The formation of the information society has determined the necessity to reconsider the approaches to the marketing activity of enterprises. It is caused by the emergence of new forms of communication activities in the hypermedia environment. The researches show that in 2017 60% of the population of Ukraine are Internet users. The social networks became the main source of information for 63% of these users. It has led to the redistribution of advertising budgets in favour of the Internet. Such situation has caused the need for a theoretical rethinking of the conceptual foundations of marketing activities of enterprises, their communication policy. The financial condition of modern car service enterprises has been investigated in the article. The influence of the use of components of interactive marketing on their activity has been proved.
Authors and Affiliations
Olena Lozhachevska, Ruslan Hryhorenko
Keywords
Related Articles
- EP ID EP534492
- DOI -
- Views 64
- Downloads 0
Economic potential of tourism enterprises of Ukraine
Introduction. The article considers the effectiveness of Ukrainian tourism activity. It shows the advantages and disadvantages of management, marketing and strategic planning of the travel business activity during 2014-2...
Management of enterprise competitive advantages
In conditions of current competition it is extremely difficult to retain market positions which were acquired. Achievement of competitive advantage by the enterprise is one of the most important categories of market econ...
Methodological aspects of evaluation of risk in audit
Audit is always accompanied by an appropriate audit risk. There is currently no practical way to reduce it to zero. Domestic and foreign experts point out that audit risk belongs to one of the fundamental and complex cat...
Management model of the tourism business territory development based on innovation approach
Introduction. The article focuses on achievements, both foreign and domestic scientists, considering the need to use innovative management for effective development of tourism in Ukraine. Purpose. The article aims to ana...
Theoretical foundations for the research of energy conservation and energy efficiency
The paper presents an overview of energy conservation and energy efficiency issues at industrial enterprises of Ukraine. The purpose of the study is to explore the essence of these categories and to analyze different app...