Registration Number
0225U003290,
(0123U101671)
, R & D reports
Title
Development of integrated marketing communications in domestic enterprises
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Розвиток комплексу інтегрованих маркетингових комунікацій на вітчизняних підприємствах
Head
Khaustova Yevheniia B, Доктор економічних наук
Registration Date
13-06-2025
Organization
Kyiv National University of Technologies and Design
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Development of theoretical provisions and practical recommendations regarding the use of a complex of integrated marketing communications at enterprises
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The object of the research work is the process of developing the Integrated Marketing Communications Complex (IMCC) at information, communication and technology (ICT) enterprises of Ukraine.
The subject of the study is a set of theoretical provisions, principles, methods and tools for ensuring the process of developing IMCC at ICT enterprises of Ukraine in the context of digital transformation.
The aim of the work was to substantiate the theoretical foundations and develop scientific and practical proposals for the development of IMCC at ICT enterprises.
The methodological basis of the research includes the following methods: analysis, synthesis, generalization, comparison, integral evaluation, economic and mathematical modeling, strategic analysis and systems approach, empirical and graphical.
The theoretical significance of the work lies in the development of the conceptual model "I-10", the purpose of which is to demonstrate integration processes within IMCC with the proof based on empirical data of the effectiveness of using artificial intelligence tools as a component of such a model.
The practical significance of the results obtained lies in the creation of a classification of artificial intelligence tools, the confirmation of the feasibility of their use in the activities of the marketing department (120 tools - mainly SaaS programs); in the development of practical recommendations for the use of the KIMK Implementation Map at the enterprise.
The reliability and validity of the research results are confirmed by their testing at scientific and practical events; scientific publications in professional publications of Ukraine and foreign publications; use in the practical activities of enterprises, in public administration structures.
Field of application: business and management; information technologies.
Product Description
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Martsenovskyi Volodymyr V.
Sverhun Iryna M.
Khaustova Yevheniia B.
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2025-06-13
