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0403U003195,
к.е.н.
09-10-2003
o
Management of system of marketing communications in tourist enterprises
Vedmid Nadea Ivanovna,
popup.head Sakharov Vadym Yevgenovych
popup.opponent Войчак А.В
popup.opponent Попова Л.О.
Дисертацію присвячено вирішенню теоретичних, методологічних та організаційних питань управління системою маркетингових комунікацій туристичних підприємств на основі концепції інтегрованих маркетингових комунікацій. У роботі обґрунтовано теоретичну сутність та необхідність урахування при проектуванні системи управління маркетинговими комунікаціями специфічних факторів, які притаманні туристичним підприємствам; запропоновано інтегровані моделі комунікаційного та маркетингового комунікаційного процесу, які дозволяють визначити принципи формування системи управління маркетинговими комунікаціями туристичних підприємств, розроблено модель управління інтегрованими маркетинговими комунікаціями туристичних підприємств з урахуванням стратегічного та інтегрованого підходу; конкретизовано зміст основних етапів управління маркетинговими комунікаціями. Розроблено трирівневу модель організації комунікаційної діяльності туристичних організацій України та економіко-математичні моделі для оптимізації структури витратнамаркетингові комунікації і прогнозування обсягу доходів туристичних підприємств з урахуванням структури комунікаційних витрат.
2003-10-09
2020-04-04
Updated: 2025-12-07
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