Syvachenko O. The use of marketing communications based on sales promotion for machinery enterprises.

The subject: The use of marketing communications. The purpose: improvement of the theoretical and methodological approaches and development of practical recommendations for the implementation of marketing communications for sales promotion for machinery enterprises. Research methods: the method of system analysis and the method of formalization of complex structures, the synthesis and scholarly abstraction method, the graphical method, the spreadsheet and the rating methods, the comparison method, the system approach method, the cohesion method, the method of analysis, the synthesis, deduction and induction methods, the method of economic modeling and expert assessments; were proposed: at first time: the method of intensification of online sales (IOOS) based on a system of search queries selection and a method of analysis of website interface. Were improved: a definition of "marketing communication"; a definition of "website usability", the system of multichannel marketing communication, the methodical approach to analysis of website performance based on analysis of usability effectiveness; further development was implemented to: the classification of online marketing communications channels. The scope of application: enterprises.