Vasylchenko L. Formation and development of marketing communications of an enterprise: theory, methodology and practice

The dissertation provides a theoretical generalization and a new solution to an important scientific problem, which consists in substantiating the theoretical and methodological principles and developing practical recommendations for the formation and development of marketing communications of the enterprise in modern conditions. Theoretical approaches to the concept of "communication" with the separation of the ecosystem approach are generalized. The concept of " the enterprise marketing ecosystem", "the enterprise ecosystem of marketing communications" are formed and developed, which give the opportunity to describe the results of the research as clearly as possible. Conceptual approaches to formation and development of the marketing communication environment of the enterprise are offered. The methods and tools of the enterprise marketing communications used for their research in accordance with the set tasks are generalized. A critical analysis of the most common and scientifical approaches to assessing the effectiveness of integrated marketing communications from those available in order to identify their advantages and disadvantages, as well as choosing the optimal approach in terms of its results accuracy and applicability in modern business realities. Scientific approaches to evaluating the effectiveness of integrated marketing communications are generalized. The technique of complex diagnostics of marketing communications’ effectiveness of the enterprise was proposed. The peculiarities of the advertising and communication market of Ukraine in different periods of retail development are characterized and it is determined that during the years of independence it has undergone a significant transformation: from the formation of the legal framework to the rapid development and change of vector on digital communication. The analysis of the business entities number engaged in retail trade in Ukraine was conducted and the tendency to decrease their number is revealed, which is a consequence of the competition intensification and the complication of the external conditions of retail trade enterprises operation. The analysis of the basic indicators of the retail enterprises activity on realization of home appliances is carried out and the companies Internet interaction with consumers by the analysis of sites traffic, sources of traffic, geography of visitors is investigated.The behavioral factors of ranking, which are important for the effective website operation - rate of failures, duration of site visits and number of pages viewed, have been studied. It is determined that the management of the company marketing communications is the conceptual basis of effective marketing activities that regulate the company’s sustainable development in the market in accordance with the defined marketing goals, taking into account modern communication technologies and tools. The mechanism of the enterprise marketing communications complex management is developed. Conceptual approaches to formation and realization of marketing communications strategy at the investigated enterprises of retail on sale of home appliances are offered. The need for active implementation of the ecosystem approach in marketing as a process of positioning the company or its product in the relevant ecosystems to attract the attention of new customers and maintain their loyalty is substantiated. An approach to assessing the company's ability to create an marketing communications ecosystem and the marketing ecosystem as a whole according to grouped blocks and evaluation criteria has been developed. The proposed approach to assessing the company's ability to create a marketing ecosystem on the example of the studied enterprises was tested. Problems that slow down the enterprises transition to build a marketing ecosystem have been identified: a slow response to the challenges caused by modern global changes and the competitive environment; lack of a comprehensive approach to the talented professionals management, fragmentation in the search and selection of solutions related to "alternative employment"; lack of transparency in building partnerships, trusts between all participants in the ecosystem; insufficient activity of companies in involving consumers in dialogue in open and closed groups of communities and insufficient consideration of the interconnection factor of clients impressions and opinions in these communities; also, not all companies have developed convenient loyalty programs. Scientific and practical principles of using blockchain technology as one of the innovative information technologies for data storage and transmission, targeted impact on customers, that in the future development has the opportunity to change the marketing ecosystem, including the marketing communications ecosystem.