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Information × Registration Number 0214U000619, 0111U009486 , R & D reports Title Management of the marketing communications of trading enterpises in the conditions of the international competition popup.stage_title Head Androsova T., Registration Date 03-04-2014 Organization Kharkov State Academy of Food Technology and Management popup.description2 Features of competitive behavior of the domestic enterprises in modern conditions of development of national economy are revealed. It is proved that competition development in trade has peculiar features which are caused by branch features of the organization of activity of the enterprises of trade. The integrated marketing communications of the enterprises of trade as an element of a chain of creation of value for the consumer are defined. The integrated marketing communications are systematized on such signs: construction environment, addressee, object of communication; giving form; channel of distribution of information; means of communication; ways of the organization and realization of actions of the integrated marketing communications. The system of indicators of efficiency of implementation of programs of the integrated marketing communications is defined. Modern situation, dynamics and efficiency of implementation of programs of the integrated marketing communications at the level of the enterprises of trade of Kharkov are investigated. The complex integrated indicator of competitiveness of trade enterprises is developed. Situation and dynamics in groups of enterprises of trade which have strong, optimum, weak and critical competitive positions are revealed. Process of formation and distribution of the budget of the integrated marketing communications taking into account a complex integrated indicator of competitiveness of the enterprise is reasonable. Integrated marketing communications structure in the planned period on the basis of coefficient of the rating importance of separate means of the integrated marketing communications is defined. Product Description popup.authors Величко Катерина Юріївна Гринько Павло Леонідович Доброскок Юлія Борисівна Козуб Вікторія Олександрівна Кот Олена Володимирівна Тищенко Оксана Олегівна Тютюнникова Світлана Володимирівна Ушакова Наталія Григорівна Чернишова Лариса Олексіївна Шталь Тетяна Валеріївна Штангей Наталя Миколаївна Янчев Андрій Володимирович popup.nrat_date 2020-04-02 Close