UKRAINE AND GLOBAL MARKETING COMMUNICATIONS: MODERN SITUATION
Journal Title: Проблеми системного підходу в економіці - Year 2018, Vol 2, Issue 64
Abstract
The article is devoted to the systematization of knowledge about the current situation, in which the usage of global marketing communications by Ukrainian companies exists today. The main tendencies in building communicational policy, which were historically developed at Ukrainian enterprises, were examined and as a confirmation of this statistic data were reviewed. The activity of representatives of communicational and advertising market of Ukraine in the face of different agencies was analysed. Perspectives of future improving of the Ukrainian market of global marketing communications in the conditions of impetuous development of modern international economy were identified. The aim of the article is to highlight the perspective way of developing the situation in the field of global marketing communications at Ukrainian enterprises based on the analysis of statistic data and practical cases of several marketing agencies. The current state of Ukrainian economy can be characterized by slow rates of growth. Several years ago it was in the term of stagnation. Even though many Ukrainian firms work on the world market and that’s why they need to use global marketing communications to contact their target audience. Nowadays promoting the companies and creating their brand images is a common thing in the whole world. The communicational processes in Ukraine are often named chaotic and in many cases don’t have a straight line of behaviour. That’s why analysis of this topic is still on trend and can influence the real changes, which will be able to improve the situation in the country.
Authors and Affiliations
Y. D. Shevtsov
Keywords
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