Nikolaieva Y. Marketing communicative strategies of enterprises at the express delivery market forming

The dissertation is dedicated of development of theoretical and methodological aspects, methodical and practical recommendation for marketing communicative strategies of enterprises at the express delivery market forming. The thesis investigates the theoretical and methodological principles of marketing communicative strategies of enterprises at the express delivery market forming. The scientific approaches to the definition of "marketing communication" and "marketing communicative strategy" are researched. The role of the marketing communicative strategy in the enterprise's strategic planning is evaluated. Were defined the specific features of marketing communicative strategies of enterprises at the express delivery market forming. Were researched scientific and theoretical basis of the marketing communicative strategy. The practical tools of the marketing communicative strategies of enterprises at the express delivery market forming are analyzed. Were studied the communication tools of enterprises at the express delivery market which had been used in their practice. The basic steps and tools of marketing communicative strategies of enterprises at the express delivery market forming are engaged. The main principles of brand-oriented marketing communications management of the players at the express delivery market are established. The loyalty program with the definition of the economic and social benefits to the express delivery service consumers is proposed. The list of innovative marketing communications with determines their effectiveness and possible threats to the introduction in the marketing communication strategy of express delivery enterprises is establishes.