Demkura T. Formation of integrated marketing communications of global network marketing companies

The object of the dissertation is the processes of formation of integrated marketing communications of companies in the conditions of business globalization. The aim is the theoretical and applied principles of formation of integrated marketing communications of global network marketing companies. The methods: analysis, synthesis, induction and deduction, formalization, modeling, abstraction, monographic, graphical and tabular methods, structured-dynamic analysis, iThink software package, express survey, in-depth interview and comparative analysis. The results: development of theoretical positions of formation of integrated marketing communications of global network marketing companies and the development of practical guidelines on how to improve them, in particular in Ukraine. The novelty - a simulation model for the formation of integrated marketing communications of global network marketing companies has been developed for the first time; the concept of "global network marketing company" (MLM-company) and formation of marketing communications model has been improved; the concept of "marketing communications", the concept of "integrated marketing communications" have got further development, main trends of the impact of globalization and informatization on the process of formation of the IMC have been identified, the program of communicative measures to support and develop the network marketing companies in Ukraine have got further development and the hypothesis about the necessity of using the behavioral model "hierarchy of engagement" in the process of formation of marketing communications have been proved. The results are implemented into practical activity of Ukrainian International Chamber of Commerce, Ternopil Regional State Administration, Ukrainian Direct Selling Assosiation, LLC Amway Ukraine and to Ternopil National Economic University educational process. Sphere of application: activities of the Ministry of Economic Development and Trade of Ukraine, Committee on Industrial Policy and Entrepreneurship of the Verkhovna Rada of Ukraine.