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ВИКОРИСТАННЯ ІНСТРУМЕНТІВ ЦИФРОВОГО ПРОСУВАННЯ ТОВАРІВ ЯК ОСНОВНИХ ЗАСОБІВ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ЗА ПРИНЦИПАМИ СТАЛОГО РОЗВИТКУ
О. В. Виноградова, Н. Б. Писар, Н. І. Дрокіна, О. В. Литвинова, І. О. Совершенна

DOI: 10.32702/2307-2105-2021.8.4

УДК: 65.011.56; 334.021

О. В. Виноградова, Н. Б. Писар, Н. І. Дрокіна, О. В. Литвинова, І. О. Совершенна

ВИКОРИСТАННЯ ІНСТРУМЕНТІВ ЦИФРОВОГО ПРОСУВАННЯ ТОВАРІВ ЯК ОСНОВНИХ ЗАСОБІВ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ ЗА ПРИНЦИПАМИ СТАЛОГО РОЗВИТКУ

Анотація

Узагальнено аргументи щодо актуальності цифрового просування товарів як засобу маркетингових комунікацій серед комп’ютерно-інтегрованих технологій. Доведено необхідність цифрового просування товарів в умовах глобалізації. Запропоновано базові концепти сталого розвитку за окремими напрямами у сфері виробництва, менеджменту та маркетингу. Виявлено найпопулярніші рекламні інструменти та ідентифіковано цифрові інструменти з комплексу інтегрованих маркетингових комунікацій (IMC), які можуть використовуватись на ранніх стадіях ЖЦП за критеріями сталого розвитку. Проведено аналіз змісту IMС. Визначено засоби цифрового просування товарів як маркетингові комунікації і запропоновано принципи оновлення співпраці, місії, цілі, та бачення розвитку бізнесу на якісно високих стандартах сталого економічного розвитку. Це дозволяє обґрунтовано підходити до побудови бізнесу за принципами сталого розвитку та отримати економічні ефекти від впровадження у виробництво засобів цифрового просування товарів. Зокрема, може бути підвищена продуктивність збутових процесів, знижена собівартість виробництва та підвищена якість продукції.
Прикладним аспектом використання отриманих наукових результатів є можливість вдосконалення маркетингових комунікацій за критеріями сталого розвитку в інтернет мережах цифрового просування товарів.

Ключові слова: маркетингові комунікації; діджиталізація; цифровий маркетинг; бренд; сталий розвиток; життєвий цикл.

Література

1. Kitchen P. and Burgmann I. Integrated marketing communication: making it work at a strategic level. Journal of Business Strategy. 2015. vol. 36(4). pp.34–39. Available at: https://www.researchgate.net/publication/281360955_Integrated_marketing_communication_Making_it_work_at_a_strategic_level (Accessed 6 July 2021).
2. Kaplan A. and Haenlein M. Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons. 2010. vol. 53(1), рр. 59–68. Available at: DOI:10.1016/j.bushor.2009.09.003 (Accessed 6 July 2021).
3. Henninger C., Alevizou P. and Oates C. IMC, social media, and UK fashion micro-organisations. European Journal of Marketing. 2017. vol. 51.(3). pp. 668–691. Available at: https://eprints.whiterose.ac.uk/95481/1/PDF_Proof%20of%20EJM%20IMC%20Author%20Accepted%20Manuscript%2022%20Feb%202016.pdf (Accessed 6 July 2021).
4. Schultz D. and Patti C. The evolution of IMC: IMC in a customer-driven marketplace. Journal of Marketing Communications. 2009, vol.15(2), pp.75–84. Available at: https://doi.org/10.1080/13527260902757480 (Accessed 6 July 2021).
5. Adelina Eugenia Ivanov. The Internet‘s Impact on Integrated Marketing Communication. Procedia Economics and Finance. 2012, vol. 3, pp. 536–542. Available at: https://doi.org/10.1016/S2212-5671(12)00192-X (Accessed 6 July 2021).
6. Bruhn M. Integrierte Unternehmens und Markenkommunikation: Strategische Planung und operative Umsetzung (6th ed.). 2014. Books, Deutsch.
7. Shin Kwang-Yong. The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model. 2013. Books, London.
8. Melewar T., Foroudi P., Gupta S., Kitchen P., Foroudi M. Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing. 2017, vol. 51 no. 3, pp. 572–604. Available at: https://doi.org/10.1108/EJM-08-2015-0616 (Accessed 6 July 2021).
9. Bruhn M. and Schnebelen M. Integrated marketing communication – from an instrumental to a customer-centric perspective. European Journal of Marketing. 2017, vol. 51, pp. 464–489. Available at: https://doi.org/10.1108/EJM-08-2015-0591 (Accessed 9 July 2021).
10. Smolkina D. The demassification concept in the contemporary cultural studies: media discoursec. Omsk Scientific Bulletin. 2010, vol. 4 (89), pp. 223–226. Available at: https://cyberleninka.ru/article/n/kontsept-demassifikatsii-v-sovremennom-kulturologicheskom-znanii-media-diskurs (Accessed 10 July 2021).
11. Praude V. and Bormane S. Influence of marketing communications on the processes of consumers’decisions. Regional Formation and Development Studies. 2012, vol. 2(7), pp. 110–124. Available at: https://core.ac.uk/download/pdf/233176656.pdf (Accessed 1 July 2021).
12. Langguth J. and Schnee S. Undressing sustainability communication: An exploratory study of sustainable fashion brands’ online messages. LUP Student Papers. 2018. Available at: http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=8945609&fileOId=8945611 (Accessed 1 July 2021).
13. Pangaia online store. Available at: https://thepangaia.com/collections/footwear?filters=named_tags.gender:Women (Accessed 1 Aug 2021).
14. Šķiltere Daina and Bormane Santa. Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development. Open Economics. 2018, vol. 1, no. 1, pp. 115–123. Available at: https://doi.org/10.1515/openec-2018-0005 (Accessed 1 Aug 2021).
15. Suresh Kalyani and Amritha B. Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands. Fashion Style & Popular Culture. 2020, vol. 7 no. 4, pp. 539–558. Available at: DOI:10.1386/fspc_00042_1 (Accessed 1 July 2021).
16. Davidavičienė V., Pabedinskaite A. and Davidavičius S. Social networks in B2B and b2c communication. Transformations in Business and Economics. 2017, vol. 16(1), pp. 69–84. Available at: https://www.researchgate.net/publication/317767500_Social_networks_in_B2B_and_b2c_communication (Accessed 1 July 2021).
17. Khare A. Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits. Journal of International Consumer Marketing. 2019. Available at: https://doi.org/10.1080/08961530.2019.1635553 (Accessed 1 Aug 2021).
18. Fletcher K. Sustainable fashion and textiles: Design journeys. Sustainable Fashion and Textiles: Design Journeys. Book, London, 2014.
19. Kono N. Brundtland Commission (World Commission on Environment and Development. Encyclopedia of Quality of Life and Well-Being Research. 2014. Available at: DOI: https://doi.org/10.1007/978-94-007-0753-5_441 (Accessed 3 July 2021).
20. Thorisdottir T. and Johannsdottir L. Sustainability within Fashion Business Models: A Systematic Literature Review. Sustainability. 2019, vol. 11(8), pp. 22–33. Available at: DOI: https://doi.org/10.3390/su11082233 (Accessed 6 July 2021).
21. Armishaw M. United Nations Sustainable Development Goals: our role. United World Schools. 2020. Available at: https://unric.org/en/united-nations-sustainable-development-goals/ (Accessed 6 July 2021).

O. Vynogradova, N. Pysar, N. Drokina, O. Lytvynova, І. Sovershenna

USE OF DIGITAL PROMOTION TOOLS AS A FIXED MEANS OF MARKETING COMMUNICATIONS ACCORDING TO THE PRINCIPLES OF SUSTAINABLE DEVELOPMENT

Summary

Arguments about the relevance of digital product promotion as a means of marketing communications among computer-integrated technologies are summarized. The necessity of digital promotion of goods in the conditions of globalization is proved. Basic concepts of sustainable development in certain areas in the field of production, management and marketing are proposed. The most popular advertising tools have been identified and digital tools from the complex of integrated marketing communications (IMC) have been identified, which can be used in the early stages of LFS according to the criteria of sustainable development. The content of IMC was analyzed. The aim of the study was to explore the features of marketing communications on the principles of sustainable development of digital promotion of goods. This will promote the principles of sustainable development stated by the UN and highlights the need to use tools for digital promotion of goods in modern business in a globalized environment. To achieve this goal, the task was to systematize the means of digital promotion of goods at the mega, macro and meso levels as marketing communications on the principles of sustainable development.The means of digital promotion of goods as marketing communications are defined and the principles of renewal of cooperation, mission, goals, and vision of business development at qualitatively high standards of sustainable economic development are offered. This allows you to reasonably approach the construction of business on the principles of sustainable development and obtain economic effects from the introduction into production of digital promotion of goods. In particular, the productivity of sales processes can be increased, production costs can be reduced and product quality can be improved. The main idea of this brand-oriented research is to present the renewal of cooperation, mission and vision, development goals, including the attitude to a qualitatively better type of product, and the establishment of technology for the sale of goods.
An applied aspect of the use of the obtained scientific results is the possibility of improving marketing communications according to the criteria of sustainable development in the Internet networks of digital promotion of goods.

Keywords: marketing communications; digital promotio; digital marketing; brand; sustainable developmen; life cycle.

References

1. Kitchen, P. and Burgmann, I. (2015),“Integrated marketing communication: making it work at a strategic level”, Journal of Business Strategy, [Online], vol. 36(4), pp.34–39, Available at: https://www.researchgate.net/publication/281360955_Integrated_marketing_communication_Making_it_work_at_a_strategic_level (Accessed 6 July 2021).
2. Kaplan, A. and Haenlein, M. (2010), “Users of the World, Unite! The Challenges and Opportunities of Social Media”, Business Horizons, vol. 53(1), рр. 59–68. DOI:10.1016/j.bushor.2009.09.003.
3. Henninger, C. Alevizou, P. and Oates, C. (2017), “IMC, social media, and UK fashion micro-organisations”, European Journal of Marketing, [Online], vol. 51.(3), pp. 668–691, Available at: https://eprints.whiterose.ac.uk/95481/1/PDF_Proof%20of%20EJM%20IMC%20Author%20Accepted%20Manuscript%2022%20Feb%202016.pdf (Accessed 6 July 2021).
4. Schultz, D. and Patti, C. (2009), “The evolution of IMC: IMC in a customer-driven marketplace”, Journal of Marketing Communications, vol.15(2), pp.75–84. https://doi.org/10.1080/13527260902757480.
5. Adelina Eugenia Ivanov. (2012), “The Internet‘s Impact on Integrated Marketing Communication”, Procedia Economics and Finance, vol. 3, pp. 536–542. https://doi.org/10.1016/S2212-5671(12)00192-X.
6. Bruhn, M. (2014), Integrierte Unternehmens und Markenkommunikation: Strategische Planung und operative Umsetzung, 6th ed., Pan Books, Deutsch, UK.
7. Shin, Kwang-Yong (2013), The Executor of Integrated Marketing Communications Strategy: Marcom Manager’s Working Model, Pan Books, London, UK.
8. Melewar,T. Foroudi, P. Gupta, S. Kitchen, P. Foroudi M. (2017), “Integrating identity, strategy and communications for trust, loyalty and commitment”, European Journal of Marketing, vol. 51 no. 3, pp. 572–604. https://doi.org/10.1108/EJM-08-2015-0616.
9. Bruhn, M. and Schnebelen, M. (2017), “Integrated marketing communication – from an instrumental to a customer-centric perspective”, European Journal of Marketing, vol. 51, pp. 464–489. https://doi.org/10.1108/EJM-08-2015-0591.
10. Smolkina, D. (2010), “The demassification concept in the contemporary cultural studies: media discoursec”, Omsk Scientific Bulletin, [Online], vol. 4 (89), pp. 223–226, Available at: https://cyberleninka.ru/article/n/kontsept-demassifikatsii-v-sovremennom-kulturologicheskom-znanii-media-diskurs (Accessed 10 July 2021).
11. Praude, V. and Bormane, S. (2012), “Influence of marketing communications on the processes of consumers’decisions”, Regional Formation and Development Studies, [Online], vol. 2(7), pp. 110–124, Available at: https://core.ac.uk/download/pdf/233176656.pdf (Accessed 1 July 2021).
12. Langguth, J. and Schnee, S. (2018), “Undressing sustainability communication: An exploratory study of sustainable fashion brands’ online messages”, LUP Student Papers, [Online], Available at: http://lup.lub.lu.se/luur/download?func=downloadFile&recordOId=8945609&fileOId=8945611 (Accessed 1 July 2021).
13. Pangaia online store (2021), Available at: https://thepangaia.com/collections/footwear?filters=named_tags.gender:Women (Accessed 1 Aug 2021).
14. Šķiltere Daina and Bormane Santa. (2018), “Integrated Marketing Communication as a Business Management Tool in the Context of Sustainable Development”, Open Economics, vol. 1, no. 1, pp. 115–123. https://doi.org/10.1515/openec-2018-0005.
15. Suresh Kalyani and Amritha, B. (2020), “Sustainability is the new black: Exploring website communication practices of Indian sustainable fashion brands”, Fashion Style & Popular Culture, vol. 7 no. 4, pp. 539–558. DOI:10.1386/fspc_00042_1.
16. Davidavičienė, V. Pabedinskaite, A. and Davidavičius, S. (2017), “Social networks in B2B and b2c communication”, Transformations in Business and Economics, [Online], vol. 16(1), pp. 69–84, Available at: https://www.researchgate.net/publication/317767500_Social_networks_in_B2B_and_b2c_communication (Accessed 1 July 2021).
17. Khare, A. (2019), “Green Apparel Buying: Role of Past Behavior, Knowledge and Peer Influence in the Assessment of Green Apparel Perceived Benefits”, Journal of International Consumer Marketing. https://doi.org/10.1080/08961530.2019.1635553.
18. Fletcher, K. (2014), Sustainable fashion and textiles: Design journeys. Sustainable Fashion and Textiles: Design Journeys, Pan Books, London, UK.
19. Kono, N. (2014), “Brundtland Commission (World Commission on Environment and Development)” Encyclopedia of Quality of Life and Well-Being Research. https://doi.org/10.1007/978-94-007-0753-5_441.
20. Thorisdottir, T. and Johannsdottir, L. (2019), “Sustainability within Fashion Business Models: A Systematic Literature Review”, Sustainability, vol. 11(8), pp. 22–33. DOI: https://doi.org/10.3390/su11082233.
21. Armishaw, M. (2020), “United Nations Sustainable Development Goals: our role”, United World Schools, [Online], Available at: https://unric.org/en/united-nations-sustainable-development-goals/ (Accessed 6 July 2021).

№ 8 2021

Дата публікації: 2021-08-27

Кількість переглядів: 303

Відомості про авторів

О. В. Виноградова

д. е. н., професор, завідувач кафедри маркетингу, Державний університет телекомунікацій

O. Vynogradova

Doctor of Economic Sciences, Professor, Head of the Department of Marketing, State University of Telecommunications

ORCID:

0000-0002-7250-5089


Н. Б. Писар

д. е. н., доцент, професор кафедри маркетингу, Державний університет телекомунікацій

N. Pysar

Doctor of Economic Sciences, Professor of the Department of Marketing, State University of Telecommunications

ORCID:

0000-0003-2656-7323


Н. І. Дрокіна

д. е. н., доцент, професор кафедри маркетингу, Державний університет телекомунікацій

N. Drokina

Doctor of Economic Sciences, Professor of the Department of Marketing, State University of Telecommunications

ORCID:

0000-0002-8348-1203


О. В. Литвинова

к. е. н., доцент, Державний університет телекомунікацій

O. Lytvynova

PhD in Economics, Associate Professor, Department of Marketing, State University of Telecommunications

ORCID:

0000-0002-3291-3651


І. О. Совершенна

к. т. н., доцент, Державний університет телекомунікацій

І. Sovershenna

PhD in Economics, Associate Professor, Department of Marketing, State University of Telecommunications

ORCID:

0000-0003-3462-5554

Як цитувати статтю

Виноградова О. В., Писар Н. Б., Дрокіна Н. І., Литвинова О. В., Совершенна І. О. Використання інструментів цифрового просування товарів як основних засобів маркетингових комунікацій за принципами сталого розвитку. Ефективна економіка. 2021. № 8. – URL: http://www.economy.nayka.com.ua/?op=1&z=9130 (дата звернення: 22.09.2021). DOI: 10.32702/2307-2105-2021.8.4

Vynogradova, O., Pysar, N., Drokina, N., Lytvynova, O. and Sovershenna, І. (2021), “Use of digital promotion tools as a fixed means of marketing communications according to the principles of sustainable development”, Efektyvna ekonomika, [Online], vol. 8, available at: http://www.economy.nayka.com.ua/?op=1&z=9130 (Accessed 22 Sep 2021). DOI: 10.32702/2307-2105-2021.8.4

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