BUSINESS INFORM №1-2017

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54

Section: Management and Marketing
UDC 658.16:338.48
Naumik-Gladka K. G.
The Normative Provision of the Marketing Communications in the Tourism Sphere (p. 337 - 341)
The article uses an integrated approach to understanding the marketing communications. Attention is drawn to the fact that the communication tools that have traditionally been used in the independent manner, are now combined in a way that a synergistic effect is achieved, and the resulting communication relationship becomes homogeneous. The marketing communications environment consists of all the actors and forces outside the marketing, which impact the marketing management’s ability, in order to develop and maintain the successful relationships with their target customers. Justifying the conditions impacting the marketing communications, these factors and forces can vary due to the specific organization. They can generally be divided into micro and macro components of the environment. It has been concluded that the legislative framework for regulating the marketing communications in the tourism of Ukraine is being constantly improved. Implementation of the global experience of self-regulation of the marketing communications is still expedient, including the advertising and sales promotion of the European Union Member States.
Keywords: communications, marketing, marketing communications, management, self-regulation, tourism, tourism business
Tabl.: 1. Bibl.: 13.

Naumik-Gladka Kateryna G. – Doctor of Sciences (Economics), Professor, Professor, Department of Tourism, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Naumik-Gladka, Kateryna G. (2017) “The Normative Provision of the Marketing Communications in the Tourism Sphere.” Business Inform 1:337–341.

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