Розширена анотація українською мовою

Проаналізовано й виявлено ключові чинники та тенденції розвитку українського ринку маркетингових комунікацій. Чинники трансформації маркетингових комунікацій згруповано за джерелом виникнення (ініціювання) і ключові з них (економічна ситуація в країні, розвиток товарного ринку, стан ринку засобів масової інформації, особливості розвитку маркетингової діяльності) системно проаналізовано. Сформовано рекомендації українським підприємствам щодо вдосконалення інструментів маркетингових комунікацій в умовах кризи, глобалізації та євроінтеграції.

Ключові слова: маркетингові комунікації, інструменти, медіа-середовище, медіа-ринок, ЗМІ, інтернет-маркетинг, чинники, джерело виникнення (ініціювання), підприємство, споживач, прос’юмер, трансформація, глобалізація, євроінтеграція.

Класифікація JEL: M30, M31, F63.

Цитувати як: Horbal, N., Dzyubina K. & Motorniuk, U. (2017). Transformation of Marketing Communications of Ukrainian Enterprises in the Conditions of Crisis, Globalization, and European Integration Marketing and Management of Innovations, 3, 96-110. https://doi.org/10.21272/mmi.2017.3-10

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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