МАРКЕТИНГОВІ КОМУНІКАЦІЙ ТА ПРИБУТКОВІСТЬ КОМПАНІЇ. СASE-STUDY МІЖНАРОДНИХ КОМПАНІЙ

Abstract

The article systematizes a set of approaches for evaluating the effect of marketing communications on the level of profitability of companies. To achieve this goal, a number of methods were used, in particular: statistical analysis, the method of assumptions, the method of composition, the method of systematization, and the method of trends. The scientific novelty of the study is related to the development of the classification of types of marketing communications, in particular, the selection of their alternative types, the appearance of which is due to the emergence of new management solutions aimed at ensuring the financial and market goals of companies. The characteristics of these alternative types of communications are presented, which were established based on the study of the main elements of individual marketing campaigns of well-known modern brands. It is shown that the nature of the use of these marketing communications depends on the financial status and goals of the companies that implement program measures for the promotion of products (services). The study analyzed how companies can be guided by different approaches in choosing ways to achieve profitability from managing the implementation of marketing tools. Crisis phenomena in the economy at the global, national level, unprofitability of enterprises (or the threat of it) are a prerequisite for the use of appropriate tools in marketing campaigns that would affect countering external challenges and overcoming financial threats. In this case, the main approach to marketing management is the implementation of those tools that will allow you to overcome unprofitability, increase revenue and market share. This option of managing marketing tools involves companies turning to both traditional and alternative marketing communications. Separate types of alternative marketing communications, the types, content and characteristics of which have not been conceptually defined in modern scientific thought, are analyzed. In particular, it is proposed to single out such a type of one-way marketing communication as informing about the level of further viability and stability of a company (brand) that has gained the loyalty (or affection) of customers.